ANANALYTI

CALEVALUATI
ONOF
DI
GITALMARKETI
NG
PROJECTWORK

Submi
tt
edby

SANTHOSHKUMAR.
M
Regi
sterNo:1
761
047

I
npar
ti
alf
ulf
il
l
mentf
ort
heawar
doft
hedegr
ee

of

MASTEROFBUSI
NESSADMI
NISTRATI
ON

I
N

K.
S.R.COLLEGEOFENGI
NEERI
NG(
Aut
onomous)

ANNAUNI
VERSI
TY:CHENNAI600025.

MAY-201
9

I
 K.
S.R.COLLEGEOFENGI
NEERI
NG(
Aut
onomous)

TRI
UCHENGODE-
63721
5

DEPARTMENTOFBUSI
NESSADMI
NISTRATI
ON(
MBA)

PROJECTWORK

JUNE-201
9

BONAFI
DECERTI
FICATE

Cer
ti
fi
edt
hatt
hispr
ojectr
epor
tDI
GITALMARKETI
NGFORTHETI
YANI
NFOTECH
PVT.
LTD i
sthebonaf
idewor
kof“
Mr.M.
SANTHOSHKUMAR”whocar
ri
edoutt
he
pr
ojectwor
kundermysuper
visi
on.

………….
.….
…………. .
.………………………….

SI
GNATURE SI
GNATURE

Mr
.K.
SIVASUBRAMANI
.,
(MBA)
., Dr
.N.S.SANTHIMBA.
,M.
Phi
l
.,Ph.
D.,
ASSI
STANTPROFESSOR PROFESSOR&HEADOFTHEDEPARTMENT
PROJECTGUI
DE HEADOFTHEDEPARTMENT

Submi
tt
edf
ort
hepr
ojectVi
va-
Voceexami
nat
ionhel
don……….
………

.
…………………… ………….
..
……….
..
..

I
nter
nal
Exami
ner Ext
ernal
Exami
ner

I
I
I
II
 DECLARATI
ON

Iaf
fi
rmt
hatt
hepr
ojectr
epor
tti
tl
ed“
DIGI
TALMARKETI
NG FOR TI
YAN I
NFOTECH
PVT.
LTD”bei
ngsubmi
tt
edi
npar
ti
alf
ulf
il
mentf
ort
heawar
dofMBA i
stheor
igi
nal
wor
kcar
ri
ed outbyme.I
thasnotf
ormed t
he par
tofanyot
herpr
ojectr
epor
t
submi
tt
edf
orawar
dofanydegr
ee,ei
theri
nthi
soranyot
herUni
ver
sit
y.

M.
SANTHOSHKUMAR

Regi
sterNo:1
761
047

Icer
ti
fyt
hatt
hedecl
arat
ionmadeabovebyt
hecandi
dat
eist
rue.

Mr
.K.
SIVASUBRAMANI
.,MBA.
,

ASSI
STANTPROFESSOR.

I
V
 ACKNOWLEDGEMENT

Iwoul
dli
ket
opl
acemysi
ncer
ethanksandgr
ati
tudet
oourchai
rmanofKSR
COLLEGEOFENGI
NEERI
NG,Li
onDr
.K.
S.RANGASAMY,MJF,f
orpr
ovi
dingmet
he
neededf
aci
l
it
iest
odomypr
ojectwor
k.

Iexpr
essmysi
ncer
ethankst
oourPr
inci
pal
Dr.
P.SENTHI
LKUMAR,M.
E.,Ph.
D.,
f
ort
hei
rsuppor
tgi
vent
omei
ncar
ryi
ngoutt
hemypr
ojectwor
k.

Il
i
ke t
o expr
ess my si
ncer
ethanks t
o ourHead oft
he Depar
tmentof
Managementst
udi
esDr
.N.
S.SANTHI
,MBA,
M.Phi
l
,Ph.
Dfort
hesuppor
tgi
vent
omei
n
car
ryi
ngoutt
hemypr
ojectwor
k.

Iwoul
dli
ket
oexpr
essmysi
ncer
egr
ati
tudet
omyGui
deMr
.K.
SIVASUBRAMANI
(
MBA)
.,ASSI
STANTPROFESSORandt
hest
affmember
sofMBADepar
tmentf
ort
hei
r
val
uabl
egui
dance,whi
chhel
pedmeal
ott
oest
abl
i
shcont
rol
overt
hismypr
oject
.

Il
i
ke t
o expr
essmyt
hankst
o SRI
NATH wi
th ASSI
STANT MANGER f
ort
he
suppor
tandgui
dance.

Iwi
sht
oacknowl
edgemys
peci
alt
hankst
omypar
ent
s,myf
ri
endsandot
her
wel
l
-wi
sher
swhohel
pedmet
ocompl
etet
hismypr
ojectwor
ksuccessf
ull
y.

M.
SANTHOSHKUMAR

(
1761
047)

V
 TABLEOFCONTENTS

CHAPTER TI
TLE PAGE
NO NO

ABSTRACT

I
NTRODUCTI
ON

I 1
.1I
NTRODUCTI
ONABOUTTHESTUDY

1
.2I
NTRODUCTI
ONABOUTTHECOMPANY

1
.3I
NTRODUCTI
ONABOUTTHEI
NDUSTRY
I
I 2.
1REVI
EW OFLI
TERATURE

3.
1OBJECTI
VEOFTHESTUDY

3.
2SCOPEOFTHESTUDY

3.
3LI
MITATI
ON

3.
4RESEARCHMETHODOLOGY

I
II 3.
5TYPESOFDI
GITALMARKETI
NG

3.
6DI
GITALMARKETI
NGPROCESS

3.
7SOCI
ALMEDI
A

3.
8ABOUTMYPRODUCT

4.
1FI
NDI
NG

4.
2SUGGESTI
ONS

I
V 4.
3CONCLUSI
ON

BI
BILOGRAPHY

REFERENCE
V

ANALYTI
CALEVALUATI
ONOFDI
GITALMARKETI
NG

ABSTRACT
I
nthi
swor
ld ofdi
git
izat
ion,di
git
almar
ket
ing i
savogue t
hati
ssweepi
ng
acr
osst
hewhol
ewor
ld.Thet
rendofdi
git
almar
ket
ingi
sgr
owi
ngdaybydaywi
tht
he
concept
sofI
nter
netmar
ket
ingt
hati
stur
ningi
ntoani
mpor
tantpl
atf
orm ofdi
git
al
mar
ket
ingal
ongwi
tht
heel
ect
roni
cgadget
sli
ket
hedi
git
albi
l
lboar
ds,mobi
l
e,t
abl
ets
andsmar
tphones,gami
ngconsol
es,andmanysuchgadget
sthathel
pindi
git
al
mar
ket
ing.Fl
i
pkar
twi
thi
tsi
nnovat
ivedi
git
almar
ket
inghavecr
eat
edani
chemar
ket
i
nonl
i
nes
tor
escompet
ingwi
tht
heconvent
ionalst
oresshowi
ngt
hepowerofonl
i
ne
mar
ket
ing.Thecasest
udyanal
yseshowFl
i
pkar
t.
com hasbr
oughti
nanar
raydi
git
al
andonl
i
nemar
ket
ingst
rat
egi
est
osucceedandmakei
tbi
gint
hedi
git
almar
ket
ing
sect
or.Thecaseal
sodi
scusseshow Fl
i
pkar
thashadahugesuccessi
ntheonl
i
ne
mar
ket
ingsect
orast
heybr
oughti
nnewi
nsi
ght
sint
othedi
git
almar
ket
ingf
iel
d.And
af
ew year
sfr
om now i
twi
l
lbeevent
ual
l
yseent
hatt
heconvent
ionalmar
ket
ing
bei
ng r
epl
acedbydi
git
almar
ket
ing.Di
git
almar
ket
ing i
sgoi
ng t
obet
op ont
he
agendaofmanymar
ket
ers
,andt
heymi
ghtbel
ooki
ngf
ori
nnovat
ivewayst
omar
ket
onl
i
ne,r
educecostperl
ead,i
ncr
easecl
i
ck-
thr
ough-
rat
esandconver
sionr
ates,and
di
scoverwhat
’shoti
ndi
git
almar
ket
ing.
 CHAPTER-
I
I
NDRODUCTI
ON

1
.INTRODUCTI
ONOFTHESTUDY

Di
git
alMar
ket
ing i
sthe mar
ket
ing ofpr
oduct
s orser
vices usi
ng di
git
al
t
echnol
ogi
es,mai
nly on t
he i
nter
netbutal
soi
ncl
udi
ng mobi
l
e phones,di
spl
ay
adver
ti
si
ng,andanyot
herdi
git
almedi
um.

Di
git
almar
ket
ingmet
hodssuchassear
chengi
neopt
imi
zat
ion(
SEO)
,sear
ch
engi
ne mar
ket
ing (
SEM)
, cont
ent mar
ket
ing, i
nfl
uencer mar
ket
ing, cont
ent
aut
omat
ion,campai
gnmar
ket
ing,dat
adr
ivenmar
ket
ing,soci
almedi
aopt
imi
zat
ion,
e-
mai
lmar
ket
ing,soci
almedi
amar
ket
ing.

Shi
pmychi
pisanonl
i
nesuper
stor
eofcomput
ercomponent
sinI
ndi
a.One
oft
he bestmar
ketpl
ace f
orcomput
ercomponent
swher
e sel
l
ercan sel
lthei
r
pr
oduct
sthr
ought
hispl
atf
orm.

We need t
o pr
omot
ethi
swebsi
tet
hrough onl
i
ne and need t
he sel
lthe
pr
oductandal
sot
ocr
eat
ebr
andawar
enesst
othi
swebsi
teusi
ng;

1
)Sear
chengi
neopt
imi
zat
ion

2)Sear
chengi
nemar
ket
ing

3)Soci
almedi
aopt
imi
zat
ion

4)Soci
almedi
amar
ket
ing
 5)E-
mai
lmar
ket
ing

6)Af
fi
li
atemar
ket
ing

1
.1I
NTRODUCTI
ONOFDI
GITALMARKETI
NG:

Di
git
alMar
ket
ing:

Di
git
almar
ket
ingcanbedef
inedast
hepr
ocessofpr
omot
ingof
br
andsusi
ng di
git
aldi
str
ibut
ionchannel
scompr
isi
ng i
nter
net
,mobi
l
eand
ot
heri
nter
act
ivechannel
s.Thebasi
cadvant
agei
nthi
sfor
m ofadver
ti
si
ng
l
i
esi
nit
slowcostmodel
Di
git
alMar
ket
ingcanbecl
assi
fi
edi
ntoPul
landPushmar
ket
ing.

Pul
l
:

Pul
ldi
git
almar
ket
ingt
echnol
ogi
esi
nvol
vet
heuserhavi
ngt
oseekoutand
di
rect
lygr
ab (
orpul
l
)thecont
entvi
aweb sear
ches.Web si
te/
blogsand
st
reami
ngmedi
a(audi
oandvi
deo)ar
egoodexampl
esoft
his.I
neachof
t
heseexampl
es,us
ershaveaspeci
fi
cli
nk(
URL)t
ovi
ewt
hecont
ent
.
Push:

Pushdi
git
almar
ket
ingt
echnol
ogi
esi
nvol
vebot
hthemar
ket
er(
creat
orof
t
he message)aswel
last
he r
eci
pient
s(t
he user
).Emai
l
,SMS,RSS ar
e
exampl
esofpushdi
git
almar
ket
ing.I
neachoft
heseexampl
es,t
hemar
ket
er
hast
osend(
push)t
hemessagest
otheuser
s(subscr
iber
s)i
nor
derf
ort
he
messaget
ober
ecei
ved.
WebSi
teDesi
gni
ng:

Val
ue Pr
op t
hrough i
tst
ie up vent
ure www.
hanui
nfo.
com of
fer
sa
compl
ete package ofaf
for
dabl
e websi
te desi
gn and ecommer
ce web
 devel
opment
.Fr
om t
hei
nit
ialpr
ocessoft
aki
ngi
nput
sfr
om cl
i
ent
s,pl
anni
ng
ont
hebasi
sofsuchi
nput
stof
inali
mpl
ement
ati
onandt
est
ing–al
lar
edone
usi
ng l
atestweb desi
gni
ng t
echni
quesand ski
l
ls.Ourser
viceshave t
he
advant
ageofof
fer
ingcl
ari
tyi
nit
sdesi
gnst
yle,whi
chi
sbackedupwi
than
easyandf
reef
lowi
ngcont
entandl
atestt
echni
calknow-
how.Notonl
ywe
pr
ovi
de af
for
dabl
e web si
te desi
gn and ecommer
ce web devel
opment
ser
vicesbutal
sosear
chengi
nef
ri
endl
ydesi
gns.OurSer
viceI
ncl
udes
 Websi
teDesi
gn

 Websi
teRedesi
gn

 Shoppi
ngCar
tWebDesi
gn

 Det
ail
edandAdvancedPageLayout

 Cust
om LogoDesi
gn

 BannerAds

 Cust
om Gr
aphi
csDes
ignusi
ngadvanceddesi
gnt
ool
s.

PushPul
lst
rat
egy:
Apush-
pul
l
-syst
em i
nbusi
nessdescr
ibest
hemovementofapr
oductor
i
nfor
mat
ionbet
weent
wosubj
ect
s.Onmar
ket
stheconsumer y"
susual
l pul
l
s"t
he
goodsori
nfor
mat
iont
heydemandf
ort
hei
rneeds,whi
l
etheof
fer
ersorsuppl
i
ers
"
pushes"t
hem t
owar
dtheconsumer
s.I
nlogi
sti
cchai
nsorsuppl
ychai
nst
he
st
agesar
eoper
ati
ng nor
mal
l
ybot
hinpush-and pul
l
-manner
.Thei
nter
face
bet
ween push-
based st
ages and pul
l
-based st
ages ar
e cal
l
ed push-
pul
l
boundar
yordecoupl
i
ngpoi
nt.

Pushst
rat
egy:

Anot
hermeani
ng oft
he push st
rat
egyi
n mar
ket
ing can be f
ound i
nthe
communi
cat
ionbet
weensel
l
erandbuyer
.Independenceoft
heusedmedi
um,t
he
communi
cat
ioncanbeei
theri
nter
act
iveornon-
int
eract
ive.Forexampl
e,i
fthesel
l
er
makeshi
spr
omot
ionbyt
elevi
si
onorr
adi
o,i
t'
snotpossi
blef
ort
hebuyert
oint
eract
wi
th.Ont
heot
herhand,i
fthecommuni
cat
ioni
smadebyphoneori
nter
net
,the
buyerhaspossi
bil
i
ti
est
oint
eractwi
tht
hesel
l
er.I
nthef
ir
stcasei
nfor
mat
ioni
sjust
"
pushed"t
owar
dthebuyer
,whi
l
eint
hesecondcasei
tispossi
blef
ort
hebuyert
o
demandt
heneededi
nfor
mat
ionaccor
dingt
ohi
srequi
rement
s.

 Appl
i
ed t
othatpor
ti
on oft
he suppl
ychai
n wher
e demand uncer
tai
ntyi
s
r
elat
ivel
ysmal
l

 Pr
oduct
ion&di
str
ibut
iondeci
si
onsar
ebasedonl
ongt
ermf
orecast
s

 Based on pastor
der
srecei
ved f
rom r
etai
l
er’
s war
ehouse (
may l
ead t
o
Bul
l
whi
pef
fect
)

 I
nabi
l
it
ytomeetchangi
ngdemandpat
ter
nsLar
geandvar
iabl
epr
oduct
ion
bat
ches

 I
nabi
l
it
ytomeetchangi
ngdemandpat
ter
nsLar
geandvar
iabl
epr
oduct
ion
bat
ches

 Unaccept
abl
eser
vicel
evel
s

 Excessi
vei
nvent
ori
esduet
otheneedf
orl
argesaf
etyst
ocks

Pul
lst
rat
egy:
I
na“
pul
l
”syst
em t
hecons
umerr
equest
sthepr
oductand“
pul
l
s”i
tthr
ought
he
del
i
ver
y channel
.An exampl
e oft
hisi
sthe carmanuf
act
uri
ng company.For
d
Aus
tral
i
aonl
ypr
oducescar
swhent
heyhavebeenor
der
edbyt
hecust
omer
s.

Appl
i
edt
othatpor
ti
onoft
hesuppl
ychai
nwher
edemanduncer
tai
ntyi
shi
gh

• Pr
oduct
ionanddi
str
ibut
ionar
edemanddr
iven

• Noi
nvent
ory,r
esponset
ospeci
fi
cor
der
s

• Poi
ntofsal
e(POS)dat
acomesi
nhandywhenshar
ed wi
thsuppl
ychai
n
par
tner
s

• Decr
easei
nleadt
ime
• Di
ff
icul
ttoi
mpl
ement

Suppl
ychai
ns:

Wi
thapush-
basedsuppl
ychai
n,pr
oduct
sar
epushedt
hrought
hechannel
,
f
rom t
hepr
oduct
ionsi
deupt
other
etai
l
er.Themanuf
act
urerset
spr
oduct
ionata
l
eveli
naccor
dwi
thhi
stor
icalor
der
ingpat
ter
nsf
rom r
etai
l
ers.I
ttakesl
ongerf
ora
pus
h-basedsuppl
ychai
ntor
espondt
ochangesi
ndemand,whi
chcanr
esul
tin
over
stocki
ngorbot
tl
enecksanddel
ays(
thebul
l
whi
pef
fect
),unaccept
abl
eser
vice
l
evel
sandpr
oductobsol
escence.

I
napul
l
-basedsuppl
ychai
n,pr
ocur
ement
,pr
oduct
ionanddi
str
ibut
ionar
e
demand-dr
ivensot
hatt
heyar
ecoor
dinat
edwi
thact
ualcust
omeror
der
s,r
ather
t
hanf
orecas
tdemand.

Asuppl
ychai
nisal
mostal
waysacombi
nat
ionofbot
hpushandpul
l
,wher
e
t
hei
nter
facebet
weent
hepush-
basedst
agesandt
hepul
l
-basedst
agesi
sknownas
t
hepush–pul
lboundar
y.Anexampl
eoft
hiswoul
dbeDel
l
'sbui
l
dtoor
ders
uppl
y
chai
n.I
nvent
oryl
evel
sofi
ndi
vi
dualcomponent
sar
e det
ermi
ned byf
orecast
ing
gener
aldemand,butf
inalassembl
yisi
nresponset
oaspeci
fi
ccust
omerr
equest
.
Thepush-
pul
lboundar
ywoul
dthenbeatt
hebegi
nni
ngoft
heassembl
yli
ne

1
.2I
NTRODUCTI
ONABOUTTHECOMPANY:

Ti
yanI
nfoTechpr
ivat
eli
mit
edi
sapr
ivat
eincor
por
atedon30th Sept
ember
201
5.I
tiscl
assi
fi
edasNon-
gover
nmentCompanyandi
sregi
ster
edatRegi
starof
Compani
es,Coi
mbat
ore.Eversi
nce t
he i
ncept
ion i
n 201
5theyhave devel
oped
manyt
echnol
ogi
esand havecat
ered t
otheneedsofmanycompani
es.Mobi
l
e
appl
i
cat
ions, Dat
a anal
yti
cs, Pr
oduct dat
a upl
oads, Websi
te devel
opment
,
Remar
ket
ing,SMS and Emai
lcampai
gns,E-
commer
ce pr
oductsour
cing and
l
ogi
sti
cssuppor
t,E-
commer
cesel
l
ercampai
gnandmuchmor
ear
ethei
rexper
ti
se.
AtTi
yant
heyhavewel
lexper
iencedandcr
eat
ivest
afft
odevel
opawebsi
te.They
ar
eexper
tsi
n Wor
dPr
esssi
tes
,HTMLwebsi
tes,Magent
o(E-
commer
cepl
atf
orm)
t
onamef
ew,andhaveext
ensi
veexper
iencei
nmostoft
heot
herpl
atf
orms
.Theywi
l
l
sol
veal
lyourpr
obl
emsandgetonl
i
nei
nthel
eastt
imepossi
ble.Af
terl
aunchi
ngour
si
tet
heywi
l
lexcept
ional
suppor
tsot
hatwedon’
thavet
owor
ryaboutt
her
estoft
he
i
ssuest
hatmayar
iseduet
ovar
iousf
act
ors.Theyhavecr
eat
edsomegr
eatsi
tesand
ar
eal
sor
unni
ngandmai
ntai
ningt
hem.

NAME :Ti
yanI
nfot
echPr
ivat
eLi
mit
ed

ADDRESS :Ti
yanI
nfot
echPr
ivat
eLi
mit
ed,TowerA

Gr
oundf
loor
,Indi
aLandTechPar
k,CHI
L-SEZ

Keer
anat
ham Road,Sar
avanampat
ti
,Coi
mbat
ore-

641
035

WEBSI
TE :ht
tp:
//
ti
yani
nfot
ech.
com/

PHONE :422-
2975752,422-
2975751

E-
MAI
L :cont
act
@ti
yani
nfot
ech.
com

SERVI
CESOFTHECOMPANY

 Webdevel
opment

 Gr
aphi
csdesi
gn

 Sear
chEngi
neOpt
imi
zat
ion

 Soci
alMedi
aMar
ket
ing

 Di
git
alMar
ket
ing

 E-
commer
ceMar
ket
place.

 E-
commer
ceDat
aEnt
ry
OFFERSPROVI
DEDBYTHECOMPANY

 WebAppl
i
cat
ion

 I
OSApps

 Andr
oidApps

 Wi
ndowApps

 MVPDevel
opment

 UXSt
rat
egy

 Scr
ipt
ing

 Magent
o

 Wor
dPr
ess

 SEO

 Jooml
a

 Si
dePr
oject
s

1
.3I
NTRODUCTI
ONABOUTTHEI
NDUSTRY:

E-
commer
cei
sthevent
ureofbuyi
ngorsel
l
ingofpr
oduct
sononl
i
neser
vices
orovert
he i
nter
net
.El
ect
roni
c commer
ce dr
aws on t
echnol
ogi
es l
i
ke mobi
l
e
commer
ce,el
ect
roni
cfundst
ransf
er,suppl
ychai
nmanagement
,Int
ernetmar
ket
ing,
onl
i
net
ransact
ionpr
ocessi
ng,el
ect
roni
cfacti
nter
change,i
nvent
orymanagement
syst
emsandaut
omat
edf
actcol
l
ect
ionsyst
em.E-
commer
cei
spar
tofe-
busi
ness.E
-
busi
nessi
saf
ormat
iont
hati
ncl
udesnotonl
ythoset
ransact
ionst
hatcent
eron
buyi
ng and sel
l
ing goods and ser
vices t
o gener
atei
ncome,butal
so t
hose
t
ransact
ionst
hatsuppor
tpr
ofi
tgener
ati
on.
EVOLUTI
ONOFE-
COMMERCE:

The hi
stor
y ofe-
commer
ce st
art
ed 40 year
s ago and t
othi
s day
cont
inuest
ogr
owwi
thnewt
echnol
ogi
es,i
nnovat
ions
,andt
housandsofbusi
nesses
ent
eri
ng t
he onl
i
ne mar
keteach year
.The hi
stor
y ofe-
commer
ce i
s cl
osel
y
i
nter
twi
nedwi
tht
hehi
stor
yoft
hei
nter
net
.Onl
i
neshoppi
ngonl
ybecamepossi
ble
whent
hei
nter
netwasopenedt
othepubl
i
cin1
991
.Amazon.
com wasoneoft
he
f
ir
ste-
commer
cesi
tesi
ntheUSt
ost
artsel
l
ingpr
oduct
sonl
i
neandt
housandsof
busi
nesseshave f
oll
owed.The conveni
ence,saf
ety,and userexper
ience have
i
mpr
oved exponent
ial
l
y si
nce i
ncept
ion. Onl
i
ne shoppi
ng was i
nvent
ed and
pi
oneer
ed i
n1979 byMi
chaelAl
dri
ch i
nthe Uni
ted Ki
ngdom.The syst
em was
mar
ket
edbegi
nni
ngi
n1980andof
fer
edmai
nlybusi
nesst
obusi
nesssyst
emst
hat
wer
eol
dinUK,I
rel
and,andSpai
n.

GLOBALSCENARI
O:

NowadaysE-
commer
cei
sgr
owi
ngf
amousi
nanemer
gencei
neconomy.
E-
commer
cebegani
n1995.I
tisawebbasedbuyi
ngandsel
l
ingofpr
oduct
sand
ser
vices.Despi
ter
etai
l
ing havi
ng a si
gni
fi
cantmar
ketshar
eint
he gl
obalr
etai
l
mar
ket
,e-
commer
cehasgai
nedconsi
der
abl
etr
act
ioni
nlastf
iveyear
s.Wi
thi
nthee
-
commer
ce space,t
he B2B space i
sthe f
ast
estgr
owi
ng segment
,whi
ch i
s
at
tr
act
ingt
hei
nter
estofgl
obale-
commer
cesi
tesl
i
keAmazonandAl
i
baba.The
gl
obale-
commer
cemar
kett
ogr
ow ataCAGRof1
9.42% dur
ingt
heper
iod201
6-
2020.E-
commer
ce i
simmedi
atel
ytr
ansf
ormi
ng t
he way i
n whi
ch ent
erpr
ises
i
nter
act
ingamongeachot
herawel
lwi
thconsumer
sandGover
nment
s.

Asa r
esul
tofchangesi
nthe count
rysi
de ofI
CTs,e-
commer
ce i
snow
gr
owi
ngr
api
dlyi
nsever
alemer
gingmar
ketanddevel
opi
ngeconomi
cs.

E-
commer
ce has t
he capaci
tyt
o pl
ay an i
nst
rument
alr
olei
n hel
ping
devel
opi
ng economi
cs benef
itmor
efr
om t
rade.Wi
th soci
almedi
a gr
owi
ng
exponent
ial
l
yincur
rentyear
s,t
heconver
sat
ionbet
weenbusi
nessandconsumer
s
has become mor
eint
erest
ing,maki
ng i
teasi
erf
ort
ransact
ionalexchanges t
o
happen onl
i
ne.E-
commer
ce coul
d del
i
vera i
mpor
tantbenef
itt
o busi
nessesi
n
devel
opi
ngcount
ri
esbyr
isi
ngt
hei
rcont
roloveri
tspl
acei
nthesuppl
ychai
n,t
hus
i
mpr
ovi
ngi
tsmar
kett
alent
.

E-
COMMERCEI
NDUSTRYI
NINDI
A:
TheI
ndi
ane-
commer
cei
ndust
ryhasbeenonanupwar
dgr
owt
htr
aject
ory
and i
sexpect
ed t
o sur
passt
heUS t
o becomet
hesecond l
argeste-
commer
ce
mar
keti
nthewor
ldby2034.I
ndi
a’
se-
commer
cemar
kethast
hepot
ent
ialt
ogr
ow
mor
ethanf
ourf
oldst
oUS$1
50mi
l
li
onby2022suppor
tedbyr
isi
ngi
ncomesand
sur
gei
nint
ernetuser
s.Onl
i
neshopper
sinI
ndi
aar
eexpect
edt
oreach1
20mi
l
li
oni
n
201
8andevent
ual
l
y220mi
l
li
onby2025.E-
commer
cei
ndust
ryi
nIndi
awi
tness
ed21
pr
ivat
eequi
tyandvent
urecapi
taldeal
s.Muchoft
hei
ndust
ryhasbeent
ri
gger
edby
i
ncr
easi
ngi
nter
netandsmar
tphonepenet
rat
ion.I
nter
netpenet
rat
ioni
nIndi
agr
ew
f
rom j
ust4per
centi
n2007t
o34.
42per
centi
n201
7regi
ster
ingaCAGR of24
per
centbet
ween 2007 and 201
7.As year
sint
ernetuser
sincr
eased.The e-
commer
cer
etai
ll
ogi
sti
csmar
keti
nIndi
aisest
imat
edatUS$1
.35bi
l
li
oni
n201
8and
i
sexpect
edt
ogr
owata36per
centCAGRovert
henextf
iveyear
s.TheGover
nment
ofI
ndi
a’
s pol
i
cies and r
egul
ator
yfr
amewor
k such as 1
00 per
centFDIunder
aut
omat
icr
out
eundert
hemar
ketpl
acemodel
ofB2Be-
commer
ce ar
eexpect
edt
o
f
urt
herpr
opel
growt
hint
hesect
ors

ACTI
VITI
ESOFE-
COMMERCE:

 Useofcomput
ernet
wor
ktosear
chandr
etr
ievei
nfor
mat
ionf
orhuman.

 Buyi
ngandsel
l
ingoff
act
s,pr
oduct
sandser
vicesvi
acomput
ernet
wor
k.

 Fast
ercust
omerr
esponsesandenhanceser
vicequal
i
ty.

 Adver
ti
si
ngoni
nter
net

 Onl
i
neel
ect
roni
ccommer
cepaymentsuchasel
ect
roni
cfundt
ransf
er.

ECOMMERCE:
 Commonl
yknownasEl
ect
roni
cMar
ket
ing.I
tconsi
stofbuyi
ngands
ell
i
ng
goodsand ser
vicesoveran el
ect
roni
csyst
emsSuch ast
he i
nter
netand ot
her
comput
ernet
wor
ks.I
not
herwor
ds,E commer
cei
sthepur
chasi
ng,sel
l
ing and
exchangi
nggoodsandser
vicesovercomput
ernet
wor
ks(
int
ernet
)thr
oughwhi
ch
t
ransact
ionort
ermsofsal
ear
eper
for
medel
ect
roni
cal
l
y.

DI
GITALMARKETI
NG:

Di
git
almar
ket
ing i
sthepr
omot
ionofpr
oduct
sorbr
andsvi
aoneormor
e
f
ormsofel
ect
roni
cmedi
asuchassear
chengi
nes,websi
tes
,soci
almedi
a,emai
l
,
and mobi
l
eapps,di
ff
ersf
rom t
radi
ti
onalmar
ket
ing i
nthati
tuseschannel
sand
met
hods t
hat enabl
e an or
gani
zat
ion t
o anal
yze mar
ket
ing campai
gns and
under
standwhati
swor
king andwhati
sn’
t– t
ypi
cal
l
yinr
ealt
ime.Accor
ding t
o
Wi
ki
pedi
a,Di
git
alMar
ket
ingi
sanumbr
ell
ater
mfort
het
arget
ed,measur
abl
e,and
i
nter
act
ivemar
ket
ingofpr
oduct
sorser
vicesusi
ngdi
git
alt
echnol
ogi
est
oreachand
conver
tleadsi
nto cust
omer
sand r
etai
nthem.The keyobj
ect
ive i
sto pr
omot
e
br
ands,bui
l
d pr
efer
ence and i
ncr
ease sal
es t
hrough var
ious di
git
almar
ket
ing
t
echni
ques.I
tisembodi
edbyanext
ensi
vesel
ect
ionofser
vice,pr
oductandbr
and
mar
ket
ingt
act
ics,whi
chmai
nlyuset
heI
nter
netasacor
epr
omot
ionalmedi
um,i
n
addi
ti
ont
omobi
l
eandt
radi
ti
onal
TVandr
adi
o.

SOCI
ALMEDI
AMARKETI
NG:

Soci
almedi
aref
erst
othemeansofi
nter
act
ionsamongpeopl
einwhi
cht
hey
cr
eat
e,shar
e,and exchange i
nfor
mat
ion and i
deasi
n vi
rt
ualcommuni
ti
esand
net
wor
ks.AndSoci
alMedi
aMar
ket
ingi
sthepr
ocessofgai
ningwebsi
tet
raf
fi
cor
cust
omerat
tent
iont
hroughsoci
almedi
asi
tesl
i
keFacebook,Pi
nter
est
,Googl
e+,
I
nst
agr
am et
c.i
nor
dert
oachi
evemar
ket
ingorbr
andi
nggoal
.

THEEFFECTI
VENESSOFDI
GITALMARKETI
NG:

Thi
sisawor
ldoft
echnol
ogy.Andi
nter
neti
sthemostusedi
nnovat
ionofi
t.I
t
haschangest
hecust
omer
s’usualpur
chasi
ngbehavi
or.So,I
nteri
snotonl
yabout
ecommer
ce,websi
tesort
echnol
ogy.I
tisaboutchangedbehavi
orofmoder
ntech
savvyconsumer
s.Fi
rst
,wemaket
hewor
lddi
git
al,t
hendi
git
ali
zat
ionchangedus.I
n
busi
ness,especi
al
ly e—commer
ce busi
ness i
tis not
iced t
he most
.Wi
tht
he
upcomi
ngt
echnol
ogyt
hedi
git
almedi
aal
sobr
ingsupi
tsownadvancementi
nthe
f
iel
dofadver
ti
sement
.Di
git
almar
ket
ingi
sbecomi
nganew f
ormt
opr
omot
eyour
br
andi
nthedi
git
alwor
ld.

Theef
fect
ivenessofDi
git
alMar
ket
ingi
sdependentonal
otoff
act
ors
.Fr
om
br
andcommuni
cat
iont
osal
esgr
owt
h,al
loft
heot
herf
act
orst
hroughwhi
chwet
end
t
oscal
etr
adi
ti
onal
for
msofmar
ket
ingcanbeusedt
otr
acebackt
odi
git
almar
ket
ing
as wel
l
.In or
dert
o pr
oper
ly eval
uat
ethe f
ulli
mpactofdi
git
almar
ket
ing on
ecommer
cebusi
ness,weneedt
oexpl
ainhowdi
git
almar
ket
ingwor
ks,whatar
ethe
scopesandwhoar
eindust
ryr
efer
enceswheni
tcomest
oDi
git
alMar
ket
ing.

TheDi
git
almar
ket
ingscenar
ioi
nBangl
adesh:

TheDi
git
almar
ket
ingscenar
ioi
nBangl
adeshi
srapi
dlybecomi
ngoneoft
he
pr
ior
it
izedf
ormsofmar
ket
ingamongt
heecommer
cei
ndust
ry.Event
hough,t
he
t
radi
ti
onalf
orm ofmar
ket
ingst
il
ldomi
nat
est
headver
ti
si
ngsceneasmi
l
li
onsar
e
spentonTVandPr
intAds,di
git
alpl
atf
ormsar
eal
sogi
venal
mostequalamountof
at
tent
ionwi
thl
owercost
.Ahugechunkoft
hei
rconsumer
sspentmostoft
hei
rti
me
onl
i
ne,andt
heyhavel
eastt
imet
ospendf
orshoppi
ngf
rom aphysi
calshop.Wi
th
t
hehel
pofdi
git
almar
ket
ing,compani
escaneasi
l
yreacht
hei
rtar
getcust
omer
sata
mi
nimum cost
.Butt
heef
for
tshoul
dbemaxi
mum.

Ef
fect
sonECommer
ce:

Di
git
almar
ket
ingi
sthekeyt
osuccessofanecommer
cecompanyi
nter
ms

ofbr
andawar
eness,consumerbehavi
orandbui
l
dingst
rat
egi
es.I
ntheecommer
ce
busi
ness,vi
sual
impr
essi
oni
sthef
ir
sti
mpr
essi
on.

Thet
extcont
ent
sof
fert
hemi
nimum appeal
andconsumer
sgener
all
ywantt
o
avoi
dthehassl
eofr
eadi
ngj
ustt
ext
.Whet
heri
tcomest
oshowcasi
ngapr
oductort
o
campai
gni
ng,i
tisal
waysaboutvi
sual
mer
chandi
zi
ng.

NRBBazaart
iest
omai
ntai
nthatst
andar
dtoat
tr
actt
hei
rcust
omer
s.Al
though
t
hei
magequal
i
tyoft
hewebsi
tecanbebet
ter
.Wi
tht
hehel
pofanal
yti
cs,mar
ket
ers
canmeasur
etheef
fect
ivenessoft
hei
rdi
git
alcampai
gns
.

E–Commer
cegr
owt
hismor
eofar
ecenti
ssue,especi
all
yinBangl
adesh.I
f
wet
hinkaboutt
wot
othr
eeyear
sback,e–commer
cewer
enott
hatpopul
ar.The
r
easonbehi
ndi
sthet
echni
calsuppor
tandi
ncr
easi
ngcr
edi
bil
i
tyofecommer
ce.

Per
fectdel
i
ver
ysyst
em i
soneoft
her
easonwhypeopl
ear
erel
yi
ngmor
eone
commer
ce.Especi
al
lyt
he demogr
aphi
c change peopl
e ar
e busi
ernow even
f
emal
esar
eal
sowor
king atof
fi
ceswhi
chr
esul
tsnotget
ti
ng t
imef
orshoppi
ng.
Di
git
almar
ket
ing t
ool
shel
ptheecommer
cebr
andst
oshow t
hei
rpr
oduct
sand
ser
vicesal
ongwi
thval
uepr
oposi
ti
oni
nfr
ontoft
hepot
ent
ial
cust
omer
s.

MARKETI
NGONSOCI
ALMEDI
A:

I
nthe pl
atf
orm ofdi
git
almar
ket
ing,s
oci
almedi
a,especi
all
yFacebooki
s
most
lyaf
fect
ed and used f
or.Mor
eover
,int
ernetdat
a packagesar
e becomi
ng
cheaperever
yday.Consumer
s’cur
iosi
tyonFacebookt
opostandseewhatt
hei
r
f
ri
endspostandshar
e.Di
git
almar
ket
erst
aket
hisadvant
ageofFacebooki
ngand
pr
omot
ethei
rpr
oduct
s.1
2mi
l
li
onuser
sonFacebookf
rom Bangl
adeshsear
chf
or
t
hebusi
ness,r
est
aur
antorbr
andt
ohaveaqui
ckover
view t
oknow mor
e.Because
soci
almedi
aisaconver
sat
ionalpl
atf
orm,consumer
scanal
sor
eadcomment
sand
seewhatot
her
sar
esayi
ng.Websi
tei
saonewayst
reet
.Soecommer
cecompani
es
t
endt
oinvesti
ntheFacebookpageandengagementasal
sot
ryoutot
hersoci
al
medi
aasset
sli
keTwi
tt
er,I
nst
agr
am t
oo.NRB Bazaaral
soconcent
rat
esmor
eon
soci
almedi
amar
ket
ing.Conver
sat
ionsi
nreal
timecant
akepl
aceonFacebookr
eal

qui
ckwhi
chi
sanoppor
tuni
tyf
orecommer
cebr
andst
oqui
ckl
yaddr
essconsumer
s’
needs cheaperand f
ast
ert
han bef
ore.Mor
eover
,the l
atestupdat
es oft
he
compet
it
ors’
mar
ketandbusi
nessi
nsi
ght
sar
eal
sor
eal
timei
ndi
git
almar
ket
ing.

REACHI
NGTHETARGETAUDI
ENCE:

Whenanadver
ti
sementi
sbr
oadcast
edonamai
nst
ream mar
ket
ingpl
atf
ormi
t
doesnotguar
ant
eer
eacht
owar
dsspeci
fi
ctar
getgr
oups
.

Forexampl
e,amer
chant
’
spr
oduct
s’Ad ai
red onTel
evi
si
oni
svi
ewed by
audi
encebel
ongi
ngt
oal
lages
.Mor
eover
,tr
adi
ti
onalf
orm ofmar
ket
ingbei
ngone
waycommuni
cat
iondoesnotal
l
ow t
hecons
umer
stoseewhatt
heywantt
osee.
Thi
siswher
eDi
git
almar
ket
ingcomeswi
thadi
ff
erence.

Wecannow bechoosi
erandcanputi
ndenomi
nat
ingf
act
orssuchasage,
sex
,locat
ion i
n or
dert
o cat
ert
othe r
ightt
argetgr
oup.Wi
tht
he f
lexi
bil
i
tyand
t
echnol
ogi
cali
nnovat
ions at
tached t
o di
git
almar
ket
ing,NRB Bazaarand ot
her
ecommer
cepor
tal
sar
eabl
etomodi
fycont
enti
naccor
dancewi
tht
het
argetgr
oup
andt
husat
tai
nbet
terconver
sionr
ates.Addi
ti
onal
l
y,di
git
almar
ket
ingi
saconsumer
f
ri
endl
ypl
atf
orm,al
l
owi
ngt
heconsumer
stoseeonl
ywhatt
heydesi
re,t
huscr
eat
ing
ar
atherl
oyalf
an f
oll
owi
ng f
rom t
he br
andsper
spect
ive.Associ
almedi
a now
occupi
esanot
ewor
thyper
iod ofconsumer
’st
ime,t
her
efor
ecat
chycont
entar
e
i
nst
ant
lyl
i
ked and shar
ed r
efl
ect
ing t
hebr
and r
eachoft
hesepost
sand pages.
Di
git
alMar
ket
ing f
aci
l
it
atessuchi
nter
act
ionwhi
chi
nret
urncr
eat
esasi
gni
fi
cant
numberofROI
.

COSTEFFECTI
VENESS:

Thecostofput
ti
ngoutadi
git
almar
ket
ingcampai
gni
scompar
ati
vel
ywayl
ess
t
hanat
radi
ti
onal
mar
ket
ingcampai
gn.Forexampl
e,aFacebookbusi
nesspagecan
beboost
edf
orasl
i
ttl
eas5USDol
l
ars.Thi
smeansDi
git
alMar
ket
ingal
l
owsbusi
ness
t
oreach1
000peopl
eatacostt
hatwoul
dhavet
akent
radi
ti
onalmar
ket
ingashi
gh
as1
7ti
mest
heor
igi
nalpr
icehel
dfordi
git
alcampai
gns
.Thesmal
landmedi
um
ent
erpr
isesusual
l
ydonothaveaheavymar
ket
ingbudgetatt
hei
rdi
sposal
,butt
he
beaut
yofdi
git
almar
ket
ingi
sthati
tpl
aysonal
evelf
iel
dandgi
vesever
yonean
equal
chanceofcompet
ing.I
fthecont
ent
sofsmal
lbusi
nessesar
ecr
eat
iveenough,
i
tcaneasi
l
ytakeont
hel
i
kesofbi
gcompani
esi
nter
msofmaki
ngt
hemessage
acr
oss.The menu cost
,sear
ch costand t
ransact
ion costar
e ver
ylow i
n
ecommer
ce busi
ness i
n t
erms of bot
h sel
l
ing and buyi
ng pr
oduct
s. As
accommodat
ingani
nter
netconnect
ioni
snowcheapert
hanever
,bot
hpr
ovi
derand
cust
omercannow easi
l
ygetaccesst
ofasti
nter
net
.Sucheasyaccesshasal
l
owed
t
hemasspopul
ati
ont
oavai
lot
herf
ormsofmedi
athatar
easf
asci
nat
ingassoci
al
medi
a.Forexampl
e,t
hegr
owt
hofYouTubeuser
sand al
so ahugenumberof
YouTuber
shavet
akendi
git
aladver
ti
si
ngt
onew l
engt
hsasnow Pr
erol
lads,adsi
n
bet
weenet
c.ar
eseenwheneveravi
deoi
sbei
ngpl
ayedont
hispl
atf
orm.
.

CHAPTER-
II

REVI
EW OFLI
TERATURE

Shockl
ey-
Zal
abak,2006

Changewi
l
l,andmusthappen.I
tisi
nthebesti
nter
estofor
gani
zat
ionst
o
pur
sue cont
inuous change and pr
oact
ivel
y desi
gn st
rat
egi
es f
or change.
Or
gani
zat
ionalchanget
akesbot
hpl
anni
ngandmanagement(
Shockl
ey-
Zal
abak,
2006)
.Thos
ewi
l
li
ngt
oacceptandpl
anchangeswi
l
lbur
yor
gani
zat
ionst
hati
gnor
e
t
hisi
mpor
tantbusi
nessdynami
c.

Changesoccurever
ywher
ear
oundus.Mostor
gani
zat
ionshavecr
eat
eda
syst
em orgr
oupt
opl
anf
orcont
inuousi
mpr
ovementandchange.Uponaccept
ing
t
heneedt
oant
ici
pat
econt
inuouschange,ever
yor
gani
zat
ionmustt
hendet
ermi
ne
i
tsownmet
hodofdeal
i
ngwi
tht
hemodi
fi
cat
ions.Shockl
ey-
Zal
abak(
2006)st
ated,
“
howchangei
shandl
ed,t
heamountofchange,whodeci
deswhatt
ochange,anda
hostofot
heri
ssuesar
epar
toft
heper
vasi
vepaceofchanget
hatal
mostal
lofus
exper
ience”(
pg.385)
.

Changei
sundes
iredbymost
,inanor
gani
zat
ionandcancauseconf
usi
onand
del
ay.Ri
chmond,McCr
oskey& McCr
oskey(
2005)descr
ibe t
he anxi
etyf
eltby
changeasf
oll
ows:

Whyi
sitt
hatwhensomeonei
nanor
gani
zat
ionsayst
he“
c”wor
d,peopl
e
i
mmedi
atel
y st
arthyper
vent
il
ati
ng? The wor
d change al
ways seems t
oinvoke
f
eel
i
ngsofanxi
ety,host
il
i
ty,andf
rust
rat
ion.Pr
obabl
ythepr
imar
yreasonpeopl
e
havesuchf
eel
i
ngswhent
hewor
dchangei
sment
ionedi
sthatt
heyhavebeen
t
hroughmanychangest
hatwer
etot
aldi
sast
ers(
p.1
54)
.

Change i
s di
ff
icul
tto f
ace and chal
l
engi
ng t
o over
come, however
,
or
gani
zat
ionscannotover
lookt
heneedt
opl
anf
orst
rat
egi
cchangest
omai
ntai
na
compet
it
iveedgeovercompet
it
ion. 1
1Int
hei
ncr
easi
nggl
obal
i
zat
ionofourwor
ld,
or
gani
zat
ionalenvi
ronment
sar
econst
ant
lyunderr
api
dchangeandunpr
edi
ctabi
l
it
y.
Gl
obal
i
zat
ionhasi
ncr
easedcompet
it
ion,t
echnol
ogi
caldevel
opmentandcust
omer
demand. Or
gani
zat
ions mustmai
ntai
n a sense off
lexi
bil
i
ty,ensur
ing qui
ck
adapt
ati
on t
othe chal
l
engest
heyar
efaci
ng.The mostcommon changest
hat
moder
nor
gani
zat
ionsunder
goar
erel
ati
vel
ysi
mil
ar.Theyar
echangesi
npr
ogr
ams
f
ocusedoncust
omerser
vice,or
gani
zat
ional
qual
i
ty,andt
eamwor
k.Or
gani
zat
ionsi
n
al
lsect
orst
oday t
end t
o mi
mic one anot
her
’s act
ions ofchange t
oremai
n
compet
it
ive,maki
ngi
tcr
it
ical
foror
gani
zat
ional
innovat
ion,newi
deas,andpr
act
ices
vi
talt
osuccess(
Zor
n,Page&Cheney,201
2).Snow Col
l
egei
snoexcept
ioni
nthe
needt
ochangeandcont
inual
l
yadaptt
onewmar
ket
ingpr
act
ices
.

I
tisnecessar
ytocont
inual
l
ymoni
tort
hemar
ketofanypar
ti
cul
aror
gani
zat
ion
andi
tsneeds.Aconst
antobser
vat
ionoft
hemar
ketwi
l
lensur
etheel
i
minat
ionof
excess

wast
e,whi
l
eincr
easi
ngpr
oduct
ivi
ty.St
udi
eshavenot
edt
hei
mpor
tanceofhavi
ng
“
tal
ent
edempl
oyees,i
nnovat
ion,l
eader
shi
p,andmer
ger
sandpar
tner
shi
p,”
(Nohr
ia,
Joyce,& Rober
tson,2003,p.21
3)i
nor
dert
omakecer
tai
nef
fi
cientchangeand
adapt
ati
ont
otheever
-changi
ngmar
ket
.Nohr
ia,Joyce,& Rober
tson(
2003)al
so
di
scusst
heneedt
olookout
sidei
n,asar
esour
cet
odeci
si
onmaki
ng.Li
stent
o
empl
oyees,cust
omer
s,par
tner
s,and i
nvest
ors
.Democr
ati
c st
ruct
ure wi
thi
n an
or
gani
zat
ionalwi
l
lassi
sti
nchangeef
for
ts(
Zor
n,Page&Cheney,2000)
.Cus
tomer
ser
vice i
sper
hapst
he mostef
fi
cientf
orm ofdemocr
acy.Whatcoul
d be mor
e
democr
ati
cormor
edi
rectt
hangi
vi
ngpeopl
ewhatt
heywant
?Gi
vet
hef
ront
li
ne
empl
oyeesmor
efr
eedom t
odeci
si
vel
yreactt
othechangi
ngmar
ketcondi
ti
onsas
t
hey s
ee necessar
y.Oper
ati
ons ofan or
gani
zat
ion ar
e notonl
y over
seen by
manager
s al
one,buthave a col
l
abor
ati
on of 1
2 manager
ialand l
owerl
evel
empl
oyee i
nput(
Shockl
ey-
Zal
abak,2006)
.Snow Col
l
ege i
sfor
tunat
eto have
l
eader
shi
pwi
l
li
ngt
oseet
hei
mpor
tanceofhavi
ngt
hei
nputoft
heempl
oyees.Wi
th
t
he gr
owi
ng popul
ari
ty ofsoci
almedi
a,Snow Col
l
ege managementsaw t
he
pot
ent
ialval
uei
nthenew f
orm ofcommuni
cat
ion.Themanager
sbeganat
tempt
ing
t
oimpl
ementsoci
almedi
atool
sasawayt
oimpr
ovemar
ket
ing,yetwer
eopent
o
t
hei
deaofl
ear
ningmor
ethr
ought
hispr
oposedpr
oject
.

Soci
alMedi
a

Thet
erm soci
almedi
aencompassesal
arger
angeofcommuni
cat
ion,soci
al
net
wor
king,shar
ingandcommuni
tyt
ool
sthatar
econsi
stent
lybei
ngupdat
edand
changed.Thewi
devar
iet
yofsoci
almedi
apl
atf
ormshavebecomemor
epopul
ar
amongabr
oadspect
rum ofor
gani
zat
ions
.Thenot
ionofsoci
almedi
amaybr
ingt
o
mi
ndmanyoft
hel
arger
,per
hapswel
l
-knownpl
atf
orm suchasFacebook,Twi
tt
er,
Li
nkedI
n,aswel
last
hegener
alt
erm Bl
og.Thesear
e,however
,justt
hebegi
nni
ngs
ofamassi
vel
i
stofsoci
almedi
aopt
ionsavai
l
abl
etodayf
oror
gani
zat
ions
.Kapl
an&
Hoenl
ein(
201
0)def
inesoci
almedi
aas“
agr
oupofI
nter
net
-basedappl
i
cat
ionst
hat
bui
l
dont
hei
deol
ogi
calandt
echnol
ogi
calf
oundat
ionsofWeb2.
0,whi
chal
l
owst
he
cr
eat
ionandexchangeofusergener
atedcont
ent
”(p.60)
.Gi
vent
hisdef
ini
ti
on,
someoft
hepossi
blesoci
almedi
atool
scur
rent
lyavai
l
abl
eforuseanddef
ini
ti
ons
canbef
oundi
nappendi
xB.Thi
sisj
ustt
hebegi
nni
ngofasoci
almedi
ali
stt
hat
changesdayt
o day.New si
tesand t
ool
sar
e added al
mostdai
l
y,whi
l
e ot
her
s
becomeobs
olet
ejustasqui
ckl
y.

Thei
nfl
uxanddemi
seofs
oci
almedi
apl
atf
ormsput
sor
gani
zat
ionsat
tempt
ing
t
ost
ayat
opt
hel
atestsoci
almar
ket
ingt
rendsf
lust
eredt
okeepup.I
tiscr
it
icalf
or
or
gani
zat
ionst
ochangewi
tht
hegr
owi
nguseofsoci
almedi
aori
tjeopar
dizest
he1
3
company’
ssuccessbyr
emai
ningst
agnant
.Bycont
inui
ngt
orel
yont
he“
tradi
ti
onal
websi
te”al
one,abusi
nessi
shar
mingi
tsf
utur
esuccess.Asuccessf
ulor
gani
zat
ion
embr
acest
he“
openness”and “
shar
ing”aspectofsoci
almedi
a(Br
adl
ey,201
0).
Br
adl
ey(
201
0)sai
dthat
,“Reput
ati
oni
snol
ongerbasedonwhatweknow,buton
t
heext
entt
owhi
chwecanf
reel
ymakei
tavai
l
abl
e”(
p.251
).

Whet
heror
gani
zat
ionsl
i
kei
tornotar
eal
i
tyf
aci
ngt
hem i
sal
ackofcont
rol
overcont
entbei
ngdi
str
ibut
ed.Soci
almedi
achannel
shavepr
ovi
dedaneasyway
f
orconsumer
stocr
eat
eanddi
str
ibut
einf
ormat
ionwhenandhow t
heywant
.Nef
f
(
201
1)sai
d,“
It
’sbeenabedr
ockpr
inci
pleofsoci
almedi
amar
ket
ingt
hatmar
ket
ers
can’
tcont
rolt
hemessage”(
p.9)
.The“
fi
ckl
enat
ure”ofsoci
almedi
amaybei
ts
gr
eat
estpi
tf
all
.Bet
weent
her
iseandf
allofsi
tesl
i
keMyspace,t
hef
utur
eisanyt
hing
butcer
tai
n.

However
,whatmaybecer
tai
nist
hei
nter
estofmar
ket
erst
ofi
ndan“
ador
ing
andr
esponsi
vecr
owd.
”Ri
ghtnow soci
almedi
aist
hepl
acet
ofi
ndt
hatcr
owd(
Lee,
201
1).I
n2006t
heI
nter
republ
i
cGr
oupofCompani
essetupal
abt
hatf
oundt
hat
peopl
ear
eusi
ngmedi
amor
eandmor
etoavoi
ddi
str
act
ion.I
tshowedt
hatabout
onef
our
thoft
headul
tpopul
ati
onavoi
dedl
i
veTVr
egul
arl
y.Thosest
udi
edusedot
her
i
nter
netopt
ionsi
npl
aceofl
i
veTVbecauseonl
i
nesour
cespr
ovi
dedmor
econt
rolof
t
hei
rvi
ewi
ngexper
iencesuchasski
ppi
ngunwant
edadver
ti
si
ngandcust
omi
zi
ngt
he
vi
ewi
ng t
o be exact
lyt
he way t
hey want
ed.A l
arge numberoft
he nat
ional
popul
ati
onhaschangest
hei
rvi
ewsr
egar
dingmedi
a.Medi
aisnowl
essofa“
gui
ding
aut
hor
it
y”t
hani
toncewas(
Lee,201
1).

Lee(
201
1)wr
ote:

Br
ianMonahan,execVPatt
heI
PGMedi
aLabandaf
ormermedi
abuyerwi
th
1
4Uni
ver
salMcCann,sai
doft
her
esul
ts,"
Mysenseofi
tis
,consumer
sar
ewadi
ng
t
hroughal
loft
hisst
uff
,andt
hey'
reembr
aci
ngt
het
echnol
ogyt
ofeedt
hei
rbr
ainsas
ef
fi
ci
ent
lyaspossi
ble,
"hesai
d."
Theywantt
owat
chwhatt
heywant
,howt
heywant
,
andwhent
heywanti
t.Andguesswhat
:Adver
ti
si
ngi
slowont
hatl
i
st.
"

Hewentont
oof
feragutsummat
ion:"
Ifeell
i
kepeopl
ear
elooki
ngf
ormor
e
aut
hent
ici
tywi
tht
hei
rmedi
a;t
hey'
reconsumi
ngi
t…wi
thmor
eint
ent
;theywanti
tto
bet
terr
epr
esentwhot
heyar
e."(
p.9)Est
abl
i
shi
ngaper
sonoror
gani
zat
ionasan
exper
tismor
ecr
it
icalt
haneverbef
orei
nhi
stor
y.I
nfor
mat
ioni
sabundantandf
ree
ever
ywher
ewel
ook.Thepl
ethor
aofwebbased i
nfor
mat
ionbegsaquest
ionof
aut
hor
it
y.Whoi
sdi
str
ibut
ingqual
i
tyandwhoi
sjustbl
owi
ngsmoke?Soci
almedi
a
pl
aysacr
it
icalr
olei
nthebui
l
dingofanor
gani
zat
ion’
ssoci
alaut
hor
it
y(Br
auer&
Bour
his,2006)
.Wi
thi
nthesoci
almedi
aconver
sat
ionani
ndi
vi
dualorbusi
nessdoes
nothavet
hel
uxur
yoft
aki
ngcompl
etecont
roloft
hei
nfor
mat
ionasheorsheonce
di
d.Theconver
sat
ioni
sopenedandshar
ed,andt
hebusi
nessori
ndi
vi
duali
ssi
mpl
y
apar
ti
cipant
.Iti
sthr
ought
hesoci
alconver
sat
iont
hatanor
gani
zat
ionhopest
o
est
abl
i
shi
tsel
fasasi
gni
fi
cantaut
hor
it
yint
hei
rar
eaofexper
ti
se(
Rut
ledge,201
0).

Sel
ect
Shops.
com usessoci
almedi
anotonl
ytor
esol
vei
ssuest
hatcust
omer
s
havewi
tht
hei
rpr
oduct
s,butal
soasameansofest
abl
i
shi
ngt
hemsel
vesasasoci
al
aut
hor
it
y.Cust
omer
scanuseconver
sat
ionsonFacebookt
oseehow t
hecompany
handl
edpr
obl
emsaswel
lashow t
hecust
omer
sexper
iencet
hepr
obl
em r
eact
edt
o
t
hehel
precei
vedf
rom Sel
ect
Shops.
com.Thi
sint
eract
iveexchangehasest
abl
i
shed
ast
rongersoci
alaut
hor
it
yforSel
ect
Shops
.com t
hrought
hei
ruseofsoci
almedi
a
(
Kennedy,201
1).1
5 Tr
usti
sessent
ial
.Thecur
rentcul
tur
eoft
heaudi
encewant
sto
havecont
rolovert
hei
nfor
mat
iont
heysee.Peopl
ewantt
oact
ivel
ypar
ti
cipat
eint
he
conver
sat
ion.I
tcannotbeassumedt
hator
gani
zat
ionsknow whatt
heconsumer
s
want
.Soci
almedi
aist
heper
fectpl
atf
ormt
ogat
heri
nfor
mat
ionaboutexact
lywhat
i
sexpect
edf
rom t
heconsumer
.Skol
er(
2009)sai
d,“
weneedt
oli
sten,askquest
ions,
and be genui
nel
y open t
o whatourr
eader
s,l
i
stener
s and wat
cher
stel
lus i
s
i
mpor
tantever
yday”(
p.39)
.Soci
almedi
ahel
pst
ocr
eat
eapar
tner
shi
pbet
weent
he
cust
omerandt
heor
gani
zat
ionr
athert
hanst
ri
ctl
ypr
eachi
ng.Soci
almedi
aisagui
de
t
o under
standi
ng whati
smostval
ued byt
oday’
sconsumer
s.One oft
he most
i
ncr
edi
bler
esul
tsofsoci
almedi
aist
oaddcl
ari
tyt
ounder
standi
ngexact
lywhatt
he
cust
omerwant
s.Knowl
edgeaboutcust
omer
sthathasonl
ybeenbaseduponl
oose
assumpt
ionsf
oryear
scannowmor
econcr
etel
ybeunder
stood(
Skol
er,2009)
.

AtSnow Col
l
egewear
eal
wayst
ryi
ngt
ofi
ndanduset
hebestandmostef
fect
ive
t
echni
ques f
orourmar
ket
ing ef
for
ts.The gr
owi
ng popul
ari
ty ofsoci
almedi
a,
especi
all
yamonghi
ghschoolst
udent
s,andgr
owi
ngcol
l
ect
ionofr
esear
chdonei
n
t
hef
iel
dofor
gani
zat
ionaluseofsoci
almedi
apr
ovi
dedsi
gni
fi
cantr
ati
onal
efort
his
pr
oject
.Bet
terunder
standi
ngwhowemar
ket
ingt
oiscr
it
icali
ntheobj
ect
ivesoft
he
Col
l
ege’
smar
ket
inggoal
s.

Websi
tesar
ebutasmal
lpi
ecei
nanewwor
ldofmar
ket
ingandor
gani
zat
ional
communi
cat
ion.Soci
almedi
apl
atf
ormsar
etheot
herpi
ecesnecessar
ytocompl
ete
t
hepuzzl
e.Thewayi
nwhi
chi
nfor
mat
ioni
sshar
edwi
thconsumer
shaschanged
andi
tist
hroughanopen,shar
ingchannelt
hatt
hecust
omerl
ookst
ogat
hert
he
necessar
ydat
ainest
abl
i
shi
ngt
hesoci
alaut
hor
it
yofacompany.Soci
almedi
atool
s
shoul
dactasdevi
cest
hatl
eadpeopl
ebackt
oawebsi
te.Themor
erout
est
owhi
ch
consumer
scangetbackt
oa1
6websi
te,t
hebet
terof
fanor
gani
zat
ionl
i
keSnow
Col
l
egei
s.Mor
etr
aff
icandexposur
eleadst
omor
epr
ospect
ivest
udent
sandgr
owt
h
f
ort
hecol
l
ege.Phi
lBr
adl
ey(
201
0),wr
ote“
int
heol
ddayswebsi
tesandwebpages
wer
etheel
ect
roni
cver
sionofst
onet
abl
ets
;unwi
eldyanddi
ff
icul
ttochange”(
p.
252)
.Soci
almedi
atool
shavet
ransf
ormedourabi
l
it
ytomaker
api
dchangest
oweb
pr
esence,al
l
owi
ng qui
ckchangesand i
mmedi
ate cust
omerpar
ti
cipat
ion ast
he
or
gani
zat
ionalwor
ldf
ight
stobecomei
nfl
uencer
sandexper
tsi
nthei
rrespect
ive
f
iel
ds.
 CHAPTER-
II
I

OBJECTI
VESOFTHESTUDY

3.
1OBJECTI
VESOFTHESTUDY

Someoft
hemor
especi
fi
cobj
ect
ivesoft
hei
nter
nshi
pandt
her
epor
tar
e
l
i
stedasf
oll
ows.Ihavet
ri
edbestt
oful
fi
l
ltheseobj
ect
ivesdur
ingmyi
nter
nshi
p
per
iodatwww.
ti
yani
nfot
ech.
com

 Acqui
re knowl
edge and l
ear
ning by par
ti
cipat
ing act
ivel
yin a cor
por
ate
envi
ronment

 Tof
indouthowdi
git
almar
ket
ingi
shel
pingconvent
ional
mar
ket
ingpr
ocess
.

 To eval
uat
ethe pur
pose,met
hods
,el
ement
s,and ef
fect
ivenessofDi
git
al
Mar
ket
ing

 Cont
ri
but
etot
heor
gani
zat
ion’
sgr
owt
h
3.
2.SCOPEOFTHESTUDY:

Di
git
almar
ket
ingi
sthekeyt
ohol
dani
n-demandpr
ofessi
on.Recogni
zi
ngt
he
i
mpor
tanceofdi
git
almar
ket
ing,br
andsar
eget
ti
ngsuperact
ivet
ofocusondi
git
al
mar
ket
ingandhencet
hedi
git
almar
ket
ingski
l
lsar
einaser
iousdemandwi
deni
ngi
ts
scopei
nthemar
ketspace.Hi
gherpayandmul
ti
plecar
eerchoi
cesar
ethes
ali
ent
advant
agesofhavi
ngadi
git
almar
ket
ingcar
eer
.Apar
tfr
om t
hese,t
her
eisabr
oad
scope ofdi
git
almar
ket
ing aspr
omot
ing and br
andi
ng busi
nesst
hrough di
git
al
medi
aist
hef
ast
estandr
eli
abl
emodeofmar
ket
ingt
otar
getmassaudi
ence.

Suppor
ti
ngdi
git
izat
ion,t
hePr
imeMi
nist
erofI
ndi
ahascomeupwi
tht
hei
dea
ofdi
git
alI
ndi
a.Andi
tact
sasapr
omot
ionalcampai
gnf
ordi
git
almar
ket
ingr
esul
ti
ng
i
nmanymor
ejoboppor
tuni
ti
esf
oryout
htoagr
eatext
ent
.Hence,t
her
eisnot
hing
r
egi
onal
;it
’sanat
ionalal
armf
orgr
aduat
esofI
ndi
awhoal
lar
elooki
ngf
orani
nvi
ti
ng
car
eer
.
3.
3LI
MITATI
ONOFTHESTUDY:

Lackofi
ndept
hknowl
edger
egar
dingt
her
ealwor
ldcor
por
ateact
ivi
ti
eswas
oneoft
hebi
ggestl
i
mit
ati
ons
.Yetmyor
gani
zat
ionalsuper
visor
shavebeenki
nd
enought
owal
kmet
hroughal
lthepr
ocessandf
ami
l
iar
izemewi
tht
heor
gani
zat
ion
andi
tscul
tur
e.Someoft
hemaj
orl
i
mit
ati
onsar
easl
i
sted:

 Onl
i
ne Mar
ket
ing i
snotf
ree ast
he costofhar
dwar
e,sof
twar
e,wed si
te
desi
gn,onl
i
nedi
str
ibut
ioncost
s,mai
ntenance,host
ing ofwebsi
teandyes
t
ime,al
lshoul
dbef
act
oredi
ntot
hecostofpr
ovi
dingyourpr
oductandser
vice

 St
il
l
,thei
nter
neti
sconsi
der
edasasour
ceofi
nfor
mat
iongat
her
ingf
ort
he
maj
ori
tyofyourcust
omer
s.Manypeopl
ear
ether
ewhost
il
lpr
efert
hel
i
ve
i
nter
act
ionwhent
heybuy.Thi
smaydet
ercust
omer
sfr
om buyi
ngi
fyouhave
 asmal
lbusi
nesswi
thonel
ocat
ion

 Over50% ofhousehol
dsshoponl
i
neandt
hisnumberi
scont
inuedt
ogr
ow,
youar
ereachi
ngl
esst
hant
wooutoft
hreehousehol
ds

 Somanyscamsont
hei
nter
net
.

 Ti
mingofupdat
esi
scr
it
icalsoi
t’
seasyt
ohaveout
dat
edi
nfor
mat
iononyour
si
te

 I
syourwebsi
tesaf
e?Becauseoft
hef
earofwebsi
te’
ssecur
it
y,manyoft
he
vi
si
tor
swi
l
lnotwantt
ouset
hei
rcr
edi
tcar
dtomakeapur
chasei
ftheydon’
t
knowt
hatyoursi
tei
ssecur
e.

3.
4METHODOLOGY

Sear
chEngi
neOpt
imi
zat
ion(
SEO)
:

I
nlayman’
ster
ms,Sear
chEngi
neOpt
imi
zat
ionorSEOi
sessent
ial
l
ytweaki
ng
yourwebsi
tesot
hati
tcomesupnat
ural
l
yoror
gani
cal
l
yforsear
chr
esul
tsi
nGoogl
e,
YahooBi
ngora nyot
hersear
chengi
ne.Googl
eupdat
esi
tsal
gor
it
hmsr
egul
arl
yso
t
hatonl
yther
elevantr
esul
tscomeup.Fr
om t
hatper
spect
ive,manyexper
tssayt
hat
SEOi
sdeadandt
heef
for
tisf
uti
l
e.However
,thet
rut
hist
hatGoogl
etr
iest
opr
event
al
gor
it
hm mani
pul
ati
onandf
il
ter
ssi
test
hatdon’
tdeser
vet
obeont
het
opofSERPs
(
Sear
chEngi
neResul
tPages
)Sot
her
eisnodoubtyoushoul
dinvesti
nSEO wor
k.
Yourwebsi
te shoul
d addr
ess t
he t
echni
cal
i
ti
es r
elat
ed t
o cont
entand quer
y
mat
chi
ng,spi
der
ing,i
ndexi
ng,andi
nter
pret
ingnon-
textcont
ent
.Remember
,iti
sthe
mostcost
-ef
fect
ivemar
ket
ingst
rat
egyt
hatwi
l
lbr
ingor
gani
ctr
aff
ict
oyourbusi
ness.

Sear
chEngi
neMar
ket
ing(
SEM)
:

Sear
ch Engi
ne Mar
ket
ing orSEM i
sthe compr
ehensi
ve st
rat
egyt
o dr
ive
t
raf
fi
ctoyourbusi
ness,pr
imar
il
ythr
oughpai
def
for
ts.Hencei
tisal
socal
l
edPai
d
Sear
chMar
ket
ing.Theuni
ver
seofSEM i
sdi
ver
seandcompl
i
cat
ed.Basedonyour
busi
nessst
ruct
ure,youmaychoosePPC (
pay-
per
-cl
i
ck)orCPC (
cost
-per
-cl
i
ck)
model
,or CPM (
cost
-per
-thousand i
mpr
essi
ons
) model
.Ther
e ar
e di
ff
erent
pl
atf
ormsf
orSEM.Byf
ar,Googl
eAdWor
ds(
onGoogl
eNet
wor
k)andBi
ngAds(
on
YahooBi
ngNet
wor
k)ar
ethemostpopul
ar.
SEM al
soi
ncl
udesDi
spl
ayAdver
ti
si
ng,
Sear
ch Ret
arget
ing & Si
te Remar
ket
ing,Mobi
l
e Mar
ket
ing and Pai
d Soci
al
Adver
ti
si
ng.Youmaychooseasi
ngl
e-poi
ntst
rat
egyl
i
kePPC,orgof
oracompl
ete
SEM st
rat
egy,i
ncl
udi
ngDi
spl
ayandRet
arget
ing.Butwhat
everyoudo,makesur
e
yourwor
kismanaged byexper
tsaswr
ong pl
anni
ng maymakeyourcost
sgo
haywi
re.

Cont
entCr
eat
ion:

Resear
chshowst
hatcont
entcr
eat
ioni
sadef
ini
ti
vemet
hodofmar
ket
ingi
n
201
4.Al
lrecent changes t
o Googl
e’
s al
gor
it
hm - be i
t Panda,Pengui
n or
Hummi
ngbi
rd-poi
ntt
othef
actt
hatcont
enti
sthemosti
mpor
tantmet
ri
cwhi
l
e
f
il
ter
ingsear
chr
esul
ts.

Cont
entcanbepr
esent
edi
ndi
ff
erentf
ormat
s,i
ncl
udi
ngbl
ogs
,whi
tepaper
s,
e-
books,casest
udi
es,how-
togui
des
,quest
ionandanswerar
ti
cl
es,f
orums,news
andupdat
es,i
mages,banner
s,i
nfogr
aphi
cs,podcast
s,webi
nar
s,vi
deos
,orcont
ent
f
ormi
crobl
oggi
ngands
oci
almedi
asi
tes
.Youcanbecr
eat
iveandcr
eat
econt
enton
anyt
opi
candt
henski
l
lf
ull
yli
nki
tindi
rect
lyt
oyourbusi
ness.
 Youmayl
i
ket
oreadourar
ti
cl
eonhow t
oincl
udecont
entandmar
ketyour
st
art
up orbusi
nessf
ree ofcost
.Al
so,you need t
o cust
omi
ze yourcont
entf
or
di
ff
erentpl
atf
orms.Forexampl
e,t
hecont
entf
ormobi
l
ephonesshoul
dbecr
ispand
shor
t.Remember
,anef
fect
ivest
rat
egywi
l
lengageyourr
eader
sandl
eavet
hem
i
nter
est
edi
nmor
einf
ormat
ionf
rom you.Goodcont
enti
sshar
edandi
sthebes
tway
f
orbr
andi
ngyourbusi
ness
.

Soci
alMedi
aMar
ket
ing(
SMM)
:

Soci
alMedi
aMar
ket
ingorSMM i
sanof
fshootofyourSEM ef
for
ts.I
tinvol
ves
dr
ivi
ngt
raf
fi
ctoyoursi
tesorbusi
nesst
hroughsoci
alsi
tesl
i
keFacebook,I
nst
agr
am,
Twi
tt
er,Pi
nter
est
,Googl
e+,Li
nkedI
n,et
c.Aswement
ionedabove,goodcont
enti
s
shar
ed and l
i
ked.So cr
eat
e and cust
omi
ze cont
entf
ordi
ff
erentsoci
almedi
a
pl
atf
orms.Remembert
obepr
oli
fi
candor
igi
nal
;youneedt
oengagewi
thuser
sona
dai
l
ybasi
s,atl
eastf
ourt
ofi
vet
imesaday.YourSMM ef
for
tscanbeespeci
all
y
hel
pful
forbr
andi
nganddr
ivi
ngsal
es.

Di
git
alDi
spl
ayAdver
ti
si
ng:

Thi
sagai
nisasubsetofyourSEM ef
for
ts.Youmayuseavar
iet
yofdi
spl
ay
adver
ti
si
ngf
ormat
stot
argetpot
ent
ialaudi
ence-bei
ttext
,image,banner
,ri
ch-
medi
a,i
nter
act
ive orvi
deo ads.You can cust
omi
ze yourmessage based on
i
nter
est
s,cont
entt
opi
cs,ort
he posi
ti
on oft
he cust
omeri
nthe buyi
ng cycl
e.
However
,not
ethatDi
git
alDi
spl
ayAdver
ti
si
ngi
srel
ati
vel
ycost
ly.Youneedexper
tst
o
dr
ivegoodROIf
oryourbusi
ness
.

Ret
arget
ingandRemar
ket
ing:

Essent
ial
l
y,Ret
arget
ingorRemar
ket
ingi
sast
rat
egyt
otar
getcust
omer
swho
haveal
readyvi
si
tedyourwebsi
te.I
tisbasedoncooki
etechnol
ogy.Ret
arget
inghas
emer
gedasapr
efer
redst
rat
egyasyout
argetcust
omer
swhohaveal
readyshown
i
nter
esti
nyourbusi
ness;andhencet
heconver
sionr
atei
shi
gh.Youmayengagei
n
Ret
arget
ingonyoursi
te,oronsoci
alnet
wor
koron n t
hemobi
l
e.Vi
sual
i
zeyour
st
rat
egi
esbasedont
hecust
omer
s'buyi
ngcycl
e.

3.
4.1
.TYPESOFDI
GITALMARKETI
NG
Mobi
l
eMar
ket
ing:

Accor
dingt
oar
epor
t,Mobi
l
eMar
ket
ingwi
l
lbewor
th$400bi
l
li
onby201
5in
t
heUSal
one.

We st
rongl
yrecommend you t
ry outMobi
l
e Mar
ket
ing.Remember
,the
websi
te,appsand cont
entshoul
d be cust
omi
zed f
ormobi
l
e devi
ces.By201
6,
mobi
l
edevi
cesar
eexpect
edt
oreach2.
6bi
l
li
onuni
tswor
ldwi
de.Soasmor
epeopl
e
usesmar
tphones,t
abl
etsandot
hermobi
l
edevi
ces,t
hepot
ent
ialofmobi
l
emar
ket
cont
inuest
ogr
ow.

I
nter
act
iveMar
ket
ing:

Make sur
e youradver
ti
si
ng st
rat
egyengagest
he pot
ent
ialcust
omeri
na
conver
sat
ion.Accor
ding t
o a sur
vey by ExpoTV.
com,55 per
centr
espondent
s
pr
efer
redt
ohaveongoi
ngcommuni
cat
ionswi
tht
hecompani
est
heybuyf
rom;and
89per
centf
eltmor
eloyal
tot
hecompani
esi
ftheywer
einvi
tedt
opr
ovi
def
eedback.
Uset
ool
sli
kewi
dget
sandopt
-inf
eat
urest
omakeyourwebsi
tei
nter
act
ive,sol
i
cit
f
eedback and t
rack userbehavi
our
.Engage wi
tht
he cust
omer
s act
ivel
y and
cust
omi
zeof
fer
sbasedont
hei
rpr
efer
encesandbr
owsi
ngact
ivi
ti
es.

Vi
ral
Mar
ket
ing:

Vi
ralMar
ket
ingi
sast
rat
egywher
eauni
quecont
entspr
eadsexponent
ial
l
y
onl
i
ne,becauset
hecont
enti
sappr
eci
ated,shar
edandl
i
kedi
mmensel
y.Thi
sisa
gr
eatwayt
obr
andanddr
ivet
raf
fi
ctoyourwebsi
te.Thecont
entcant
akeanyf
ormat
;
al
lyouneedi
stobecr
eat
ive.

Emai
lMar
ket
ing:

Whenyousendacommer
cialmessaget
hroughemai
ltoal
i
stofpot
ent
ial
cust
omer
s,t
hest
rat
egyi
scal
l
edEmai
lMar
ket
ingWi
thanef
fect
iveemai
lmar
ket
ing
sof
twar
e,youcanmai
ntai
nemai
ll
ist
sthatar
esegr
egat
edbasedonsever
alf
act
ors,
i
ncl
udi
ng cust
omer
s’l
i
kesanddi
sl
ikes
,andspendi
nghabi
ts.Remembert
osend
per
sonal
i
zedemai
l
s;t
hishel
pst
odevel
opt
rus
t.However
,not
ethatEmai
lMar
ket
ing
may al
so be consi
der
ed as spammi
ng and t
her
e ar
elaws agai
nsti
tin some
count
ri
es.

Af
fi
li
ateMar
ket
ing:

Af
fi
li
ateMar
ket
ingi
saper
for
mance-
basedmar
ket
ingpr
ogr
am,wher
eyou
pay publ
i
sher
swho br
ing you cust
omer
s.The per
for
mance may be based on
conver
sions-pr
omot
ions,l
eadsorsi
mpl
ysal
es.

You mayl
i
ke t
o be par
toft
he af
fi
li
ate pr
ogr
amsofdi
ff
erentpubl
i
sher
s.
Essent
ial
l
y,t
he publ
i
sher
swi
l
lgi
ve you space i
nthei
rpagest
o adver
ti
se your
busi
nessand hel
p you dr
ive conver
sions
;and you wi
l
lpayt
hem based on t
he
compensat
ionmodel
.Youmayavai
lthehel
pfr
om anAf
fi
li
ateNet
wor
k,whi
chwi
l
l
gi
veyoual
argebaseofpubl
i
sher
s,andot
herbenef
it
sli
ket
racki
ngandr
epor
ti
ng
t
echnol
ogyAf
fi
li
ateMar
ket
ingi
sespeci
all
yusef
ulf
orst
art
ups
,asi
twi
l
lbr
ingi
nmor
e
t
raf
fi
ctot
hei
rbusi
nesst
hroughhi
gh-
traf
fi
csi
tes.I
nessence,Af
fi
li
ateMar
ket
ingi
sa
wi
n-wi
nsi
tuat
ionf
orbot
hthemer
chant
sandpubl
i
sher
s.Si
tesl
i
keAmazon,eBay,
Li
nkShar
eandFl
i
pkar
trunAf
fi
li
atePr
ogr
ams.I
nfact
,mostonl
i
nebusi
nesseswi
th
appr
eci
abl
etr
aff
ichavet
hei
rownaf
fi
li
atepr
ogr
ams
.

Di
git
alMedi
aPl
anni
ngandBuyi
ng:

When a medi
a agencyr
esear
chesand makesa compr
ehensi
ve st
rat
egy
f
ramewor
k,wecal
litDi
git
alMedi
aPl
anni
ng.Bei
tindr
ivi
ngsal
esorconver
sions
,
l
aunchi
nganew br
andorpr
omot
inganest
abl
i
shedbr
and,orchangi
ngcust
omer
behavi
or,t
he medi
a agencypl
ansdi
ff
erentpl
atf
ormsand f
ormat
stor
each t
he
desi
redaudi
ence.I
tst
udi
esr
eachandf
requencyofdi
ff
erentweb-
basedandmobi
l
e
appl
i
cat
ions.Theagencywor
kswi
thdi
ff
erentpar
tner
sandbuysr
elevantspaceand
i
deas.Thi
siscal
l
edMedi
aBuyi
ng.I
nessence,Medi
aBuyi
ngandPl
anni
ngent
ail
sal
l
t
hest
rat
egi
est
hatwehavedi
scussedabove

WebAnal
yti
cs:

Per
haps,t
hemosti
mpor
tantaspectofyourDi
git
alMar
ket
ingi
sWebAnal
yti
cs.
Essent
ial
l
y,WebAnal
yti
cshel
psyout
ocol
l
ect
,measur
e,under
stand,anal
yses,pl
an,
r
epor
tandpr
edi
ctt
hewebact
ivi
ti
esf
oryourbusi
ness.WebAnal
yti
csshoul
dnotbe
conf
usedwi
thWebSt
ati
sti
cs.Asopposedt
osi
mpl
erepor
ti
ng,WebAnal
yti
csgi
ves
youanal
ysesanddi
ff
erentangl
est
opondervi
s-à-
visyourbusi
ness.

Some oft
he i
mpor
tantWeb Anal
yti
cst
ool
sar
e Googl
e Anal
yti
cs,Spr
ing
Met
ri
cs,Woopr
a,Cl
i
cky,Mi
ntand Char
tbeat
.Itgoeswi
thoutsayi
ng t
hatever
y
adver
ti
sershoul
duseWebAnal
yti
cst
ounder
standhi
sbusi
nessandi
mpr
ovet
heROI
andconver
sions

Att
imesmysuper
visorf
indsi
thar
dtogi
vemeenought
imet
ogui
demet
o
wr
it
ethi
srepor
tdue t
o meet
ings wi
th cl
i
ent
s and ot
herof
fi
cialcommi
tment
s,
under
standabl
y.Thet
imef
ramei
sal
soshor
ttocompl
etel
yunder
standt
hei
nner
wor
kingsofanor
gani
zat
ionanddevel
opar
esear
chbasedquant
it
ati
ver
epor
t.

3.
4.2.
DIGI
TALMARKETI
NGPROCESS

Di
git
alMar
ket
ingDef
ini
ti
on.Di
git
almar
ket
ingi
saf
orm ofdi
rectmar
ket
ing
whi
chl
i
nksconsumer
swi
thsel
l
ersel
ect
roni
cal
l
yusi
ngi
nter
act
ivet
echnol
ogi
esl
i
ke
emai
l
s,websi
tes,onl
i
ne f
orums and newsgr
oups
,int
eract
ive t
elevi
si
on,mobi
l
e
communi
cat
ionset
cet
era(
Kot
lerandAr
mst
rong,2009)
.

Di
git
almar
ket
ing(
alsoknownasdat
a-dr
ivenmar
ket
ing)i
sanumbr
ell
ater
m
f
ort
hemar
ket
ingofpr
oduct
sorser
vicesusi
ngdi
git
alt
echnol
ogi
es,mai
nlyont
he
I
nter
net
,butal
soi
ncl
udi
ngmobi
l
ephones
,di
spl
ayadver
ti
si
ng,andanyot
herdi
git
al
medi
um.

SEO:

SEO i
samar
ket
ingdi
sci
pli
nef
ocusedongr
owi
ngvi
si
bil
i
tyi
nor
gani
c(non-
pai
d)sear
ch engi
ne r
esul
ts.SEO encompassesbot
hthe t
echni
caland cr
eat
ive
el
ement
srequi
red t
oimpr
ove r
anki
ngs,dr
ive t
raf
fi
c,and i
ncr
ease awar
enessi
n
sear
chengi
nes.Ther
ear
emanyaspect
stoSEO,f
rom t
hewor
dsonyourpaget
othe
wayot
hersi
tesl
i
nkt
oyouont
heweb.Somet
imesSEOi
ssi
mpl
yamat
terofmaki
ng
sur
eyoursi
tei
sst
ruct
uredi
nawayt
hatsear
chengi
nesunder
stand.
Act
ivi
tyofSear
chEngi
neOpt
imi
zat
ionCanbedi
vi
dei
ntwopar
ts.

1
.Of
fPageSEOAct
ivi
ty

2.OnPageSEOAct
ivi
ty

OnPageSEOAct
ivi
ty:

On-
PageSEOr
efer
stoal
lthet
hingst
hatyoucandoONyourwebsi
tet
ohel
p
your
ankhi
gher
,suchaspaget
it
les
,int
ernal
li
nki
ng,met
atags&descr
ipt
ions
,et
c.

1
.Googl
eAnal
yti
csSet
up

2.Webmast
erSet
up

3.Met
aTi
tl
e

4.Met
aDescr
ipt
ion

5.Keywor
dusage&densi
ty

6.Headi
ngst
agH1
,H2

7.Robot
.t
xt

8.Si
temaps

9.SEOf
ri
endl
yURL

1
0.Soci
alMedi
aShar
ingbut
ton

1
1.URLcanoni
cal
i
zat
ion

1
2.Mobi
l
efr
iendl
y

Googl
eAnal
yti
csSet
up:

Set
upi
nvol
vesconf
igur
ingGoogl
eAnal
yti
cst
owor
kbestf
orabusi
ness,so
t
hatyouwor
koutwel
lyourdi
ff
erentmet
hodsofdr
ivi
ngt
raf
fi
ctot
hesi
teorshar
ing
cont
entar
ewor
king.I
t'
simpor
tantt
othi
nkwhi
chj
our
neysgener
ateval
uef
ort
he
busi
nessandyouneedt
oset
upgoal
sandeventt
racki
ngt
odot
his.Manydon'
t.

Webmast
erSet
up:

Googl
e's 
Webmast
er 
Tool
s (
GWT) i
s f
ree sof
twar
e t
hat hel
ps
you 
under
stand 
what
'sgoi
ngonwi
thyourwebsi
te.I
t'
sapar
tnert
oGoogl
eAnal
yti
cs
(
GA)butmor
efocusedont
het
echni
cal
sideofyourwebsi
te:i
t'
slessconcer
nedwi
th
mar
ket
ingorbusi
ness.
Met
aTi
tl
e:

Themet
ati
tl
eist
henameofaHTMLdocument
.Iti
sst
oredi
ntheheaddat
aof
t
hedocument
.Itcanonl
yappearoncei
ntheent
ir
edocument
.Opt
imi
zi
ngmet
ati
tl
es
f
orbet
terr
anki
ngsi
sani
mpor
tantpar
tofSEO.Al
ter
nat
ivedescr
ipt
ionsofmet
ati
tl
es
ar
ethet
it
let
ag,orpaget
it
le.Theaddi
ti
on"
Met
a"i
stechni
cal
l
yincor
rect
,becausei
t
i
snotact
ual
l
yamet
a-descr
ipt
ion.However
,inpr
act
ice,t
het
it
lecount
saspar
toft
he
met
adat
aint
heheaderofawebsi
te.

EX:

Ti
tl
e:buyi
ngdeskt
opcabi
net
s|deskt
opcabi
net
spr
ice|
Ti
tl
e:shoppi
ngpccabi
net
sonl
i
ne|pccabi
net
spr
icei
nonl
i
ne|

Met
aDescr
ipt
ion:

Many peopl
efor
gett
oincl
ude met
a descr
ipt
ionsf
ort
hei
rpages.These
descr
ipt
ionsar
eani
mpor
tantpl
acet
oincl
uder
elevantkeywor
dsf
oryourcont
ent
,
ast
hesear
eusedwi
thi
nthesear
chr
esul
tswhenyourpagei
sli
sted.

Fori
nst
ance,i
fwecont
inuet
ouset
he‘
Chocol
ateCakeReci
pe’
exampl
e,t
hen
agoodmet
adescr
ipt
ionf
ort
hatpagewoul
dincl
udet
hosekeywor
dsandr
elat
ed
ones.So,“
Thi
seasychocol
ate

caker
eci
pei
spossi
blyt
hemostdel
i
cious,mout
hwat
eri
ng,chocol
ateycakeever
made.
”woul
dbeagr
eatmet
adescr
ipt
iont
ouse,asi
tisr
elat
ivel
yshor
t,whi
l
st
cont
aini
nganumberofspeci
fi
ckeywor
ds.

EX:

Descr
ipt
ion:
Cool
ermast
eri
soneoft
hel
eadi
ngdeskt
opcabi
net
ssal
escompanyt
hough
onl
i
ne an af
for
dabl
e pr
ice.Shop f
rom t
he bestr
ange of
 Comput
erCabi
net
s,
Comput
erCase,CPU 
Cabi
net
 byt
opbr
andsl
i
ke:Cool
erMast
er,

Descr
ipt
ion:
Buyi
ngpccabi
net
sthoughonl
i
neatl
owpr
ice.Cool
ermast
erof
fergood
qual
i
tyofcomput
ercabi
net
s.doyouneedqual
i
tyofcabi
net
sor
dernow.
Keywor
dusage&densi
ty:

Keywor
ddensi
ty 
ist
heper
cent
ageoft
imesa 
keywor
d orphr
aseappear
son
awebpagecompar
edt
othet
otalnumberofwor
dsont
hepage.I
nthecont
extof
sear
chengi
neopt
imi
zat
ion,
 keywor
ddensi
ty 
canbeusedt
odet
ermi
newhet
hera
webpagei
srel
evantt
oaspeci
fi
ed 
keywor
d or
 keywor
d phr
ase.

Headi
ngst
agH1
,H2:

HTML 
headert
ags 
areusedt
odi
ff
erent
iat
ethe 
headi
ngs(
h1)andsub-
headi
ngs 
(h2-
h6)ofapagef
rom t
her
estoft
hecont
ent
...
.Forexampl
e,i
fyoursi
te
i
sint
roducedwi
than 
h1
t
ag 
fol
l
owedbyanh3 
tag,t
hehi
erar
chywi
l
lbebr
oken,
meani
ng 
the 
headi
ng 
str
uct
urei
snotas 
SEO-
fri
endl
y.

Robot
.t
xt:

Robot
s.t
xti
sat
ext(
notht
ml)f
il
eyouputonyoursi
tet
otel
lsear
chr
obot
s
whi
chpagesyouwoul
dli
ket
hem nott
ovi
si
t.Robot
s.t
xti
sbynomeansmandat
ory
f
orsear
chengi
nesbutgener
all
ysear
chengi
nesobeywhatt
heyar
easkednott
odo.
I
tisi
mpor
tantt
ocl
ari
fyt
hatr
obot
s.t
xti
snotawayf
rom pr
event
ingsear
chengi
nes
f
rom cr
awl
i
ngyoursi
te(
i.
e.i
tisnotaf
ir
ewal
l
,oraki
ndofpasswor
dpr
otect
ion)and
t
hef
actt
hatyouputar
obot
.t
xt

Si
temaps:
 A Si
temap i
s usual
l
y used f
ort
he pur
pose ofl
ett
ing t
he sear
ch engi
ne
cr
awl
ersf
oll
ow t
hel
i
nkst
oal
lyouri
ndi
vi
dualwebpagessot
hati
twon’
tmi
ssouton
anyt
hing.

Somet
imeswel
eaveoutURLsorhi
det
hem f
rom al
lvi
si
blepagesbecausewe
don’
texact
lywantsomeoft
heuser
stogot
her
e.Asar
esul
t,someoft
heseURLs
ar
euncr
awl
abl
etosear
chengi
nespi
der
s.

Wecanst
il
ll
eavet
hoseURLshi
ddenf
rom someuser
swi
thouthavi
ngt
olose
outont
hosepagesnotbei
ngcr
awl
edbysear
chengi
nespi
der
sthr
oughi
ncl
udi
ng
t
hem i
nanXMLSi
temap.

SEOf
ri
endl
yURL:

Fi
rst
,let
’
sst
artwi
thsomebasi
cter
minol
ogyt
hatwi
l
lhel
pyouunder
stand
whatwewantt
oachi
eve.

Whati
saURL?A URLi
stheacr
onym f
orUni
for
m Resour
ceLocat
or.I
n
si
mpl
eter
ms,aURLspeci
fi
est
hewebaddr
essofapage.Eachandever
yweb
pageont
heI
nter
nethasauni
queURL.
 Af
ri
endl
yURLaccur
atel
ydescr
ibest
hepageusi
ngkeywor
dst
hatar
eeasyt
o
r
eadf
orbot
hsear
chengi
nesanduser
s.

Thi
sisanexampl
eofanSEOf
ri
endl
yURL:

ht
tps:
//
www.
rel
i
abl
esof
t.
net
/seo-
fri
endl
y-bl
og-
post
s/

Thi
sisanexampl
eofaNON-
SEOf
ri
endl
yURL:

ht
tps:
//
www.
exampl
e.com/
Fol
der
/X1
356774/
124

That
’st
hef
ir
stopt
imi
zat
ionst
epyoucant
aket
omakeyourURL’
sfr
iendl
yi.
e.
t
ousekeywor
dst
hatar
erel
evantt
oyoursi
te’
scont
ent
,butaswewi
l
lseebel
ow,
t
her
eismor
ethant
hat
.

Shoul
dyouusedat
esaspar
tofyourURL?Shoul
dyoui
ncl
udet
hecat
egor
y
bef
oret
hepostname?

Thesear
ejustaf
ewquest
ionsyouwi
l
lanswerbel
owbutbef
oret
hat
,let
’ssee
whyhavi
ngopt
imi
zedURLSi
simpor
tant
.
Soci
alMedi
aShar
ingbut
ton:

Pl
ace soci
alshar
e but
tonsatt
he t
op and bot
tom oft
he cont
ent
.Car
eful
r
eader
swi
l
lshar
econt
entonl
yaf
terr
eadi
ngi
tthor
oughl
y;t
hei
rnat
uralr
eact
ioni
s
t
ocl
i
ckshar
ebut
tonsatt
hebot
tom.Scanner
sandski
mmer
s,however
,ar
emor
e
i
mpul
si
veandmayber
eadyt
oshar
econt
entbasedont
het
it
le,af
ew sent
ences,
andt
her
eput
ati
onoft
hewr
it
erand/
orwebsi
te.Fort
hem,t
op-
posi
ti
onedshar
e
but
tonsar
eideal
,ast
heymaynothavet
hepat
ienceorl
evelofi
nter
estt
oscr
oll
downt
hepaget
ofi
ndt
hem.

URLcanoni
cal
i
zat
ion:

Acanoni
calt
ag(
aka"
relcanoni
cal
")i
sawayoft
ell
i
ngsear
chengi
nest
hata
speci
fi
cURLr
epr
esent
sthe mast
ercopyofapage.Usi
ng t
he canoni
calt
ag
pr
event
s pr
obl
ems caused by i
dent
icalor"
dupl
i
cat
e"cont
entappear
ing on
mul
ti
pleURLs.Pr
act
ical
l
yspeaki
ng,t
hecanoni
calt
agt
ell
ssear
chengi
neswhi
ch
ver
sionofaURLyouwantt
oappeari
nsear
chr
esul
ts.
Mobi
l
efr
iendl
y:

WhatI
sMobi
l
eSEO?Mobi
l
eSEOi
sthepr
act
iceofopt
imi
zi
ngyourwebsi
tef
or
user
sonsmar
tphonesandt
abl
ets
.Mobi
l
eopt
imi
zat
ional
soi
ncl
udesmaki
ngyour
si
ter
esour
cesaccessi
blet
osear
chengi
nespi
der
s.

Of
fPageSEOAct
ivi
ty:
 Of
f-Page SEO r
efer
sto al
lthe t
hingst
hatyou can do di
rect
lyOFF your
websi
tet
ohel
pyour
ankhi
gher
,suchassoci
alnet
wor
king,ar
ti
cl
esubmi
ssi
on,f
orum
&bl
ogmar
ket
ing,et
c.I
nof
fpageopt
imi
zat
ionuset
ogener
atet
hebackl
i
nksf
ort
he
websi
te.

TypesofBackl
i
nks:

Ther
ear
etwot
ypesofBackl
i
nks

1
.Dof
oll
owBackl
i
nks

2.Nof
oll
owBackl
i
nks

Sear
chEngi
nesgi
vemor
eimpor
tantt
odof
oll
owbackl
i
nks

Techni
quesf
orGener
ati
ngBackl
i
nks:

1
.Di
rect
orySubmi
ssi
on

2.Local
Busi
nessLi
sti
ngs

3.Soci
alBookmar
king

4.Soci
alMedi
aPr
omot
ion

5.Pr
essRel
easeSubmi
ssi
on

6.Ar
ti
cl
eSubmi
ssi
on

7.Bl
oggi
ng

8.PPTsubmi
ssi
on

9.PDFs
ubmi
ssi
on

1
0.Vi
deoPr
omot
ion

1
1.Bl
ogComment
ing

1
2.For
um Par
ti
cipant
s

1
3.Cl
assi
fi
edAdSubmi
ssi
on
Di
rect
orySubmi
ssi
on:

i
stheact
ivi
tyoft
heOf
fPageOpt
imi
zat
ion.Di
rect
orysubmi
ssi
onper
for
msf
or
col
l
ect
ingt
hebacki
ngofownsi
tet
hroughwhi
chownsi
tePR(
pager
ank)i
sincr
ease
i
nGoogl
esear
ches.I
tisver
ybasi
cact
ivi
tyoft
heOf
fPageOpt
imi
zat
ion.Di
rect
ory
Submi
ssi
onper
for
mfori
ncr
eas
eRanki
ng.I
nDi
rect
orySubmi
ssi
onwesubmi
town
si
tet
oanot
hersi
te.

WeSubmi
townsi
teaccor
dingt
othecat
egor
ywi
se.Wechoset
hecat
egor
y
accor
dingt
het
hemeoft
hesi
te.Forexampl
e:-
Educat
ionr
elat
edsi
tesar
esubmi
tt
ed
i
ntot
heeducat
ioncat
egor
y.I
fyourcat
egor
yandt
hedescr
ipt
ioni
sri
ghtt
henot
her
si
tegi
vet
heappr
ovalmai
ltoyouremai
li
d.Andat
tachyoursi
tel
i
nkt
oownsi
te.I
tis
al
socal
l
edt
heonewayl
i
nki
ng.
Requi
rementoft
heDi
rect
orySubmi
ssi
on:

(
1)Ti
tl
e.

(
2)Keywor
d.

(
3)Descr
ipt
ion.

(
4)Emai
li
d.

Local
Busi
nessLi
sti
ngs:

Localbusi
nessl
i
sti
ngsar
eonl
i
nepor
tf
oli
ost
hatcont
aini
nfor
mat
ionabout
yourbusi
ness
,suchasyourname,addr
ess,phonenumber
,hour
s,andot
herdat
a.
Mostpl
atf
ormst
hatpr
ovi
det
hisi
nfor
mat
ionar
efr
eet
ouse,butuser
smustmanual
l
y
addt
hei
rinf
ormat
ionorcl
aimt
hei
rbusi
ness
.

Thegoal
ofl
ocal
busi
nessl
i
sti
ngsi
stomakeyourbusi
nessmor
eaccur
ateand
sear
chabl
eonl
i
ne.Bus
inesseswhohavei
nfor
mat
ionandphot
osl
i
stedof
tenhave
bet
tersear
chengi
neopt
imi
zat
ionandar
eseenascr
edi
bleandaut
hor
it
ati
veont
he
I
nter
net
.Inaddi
ti
on,manyl
ocal
busi
nessi
ndex
esshar
einf
ormat
ionwi
thot
her
s,soi
f
youri
nfor
mat
ioni
sincor
recti
tmayt
ransl
ateont
oot
hersi
tes.Thi
sisoner
easonwhy
i
tisi
mpor
tantt
oupdat
eyourbusi
nessl
i
sti
ngsr
egul
arl
y.
Soci
alBookmar
king:

Soci
albookmar
king i
sa way f
orpeopl
eto st
ore,or
gani
ze,sear
ch,and
manage“
bookmar
ks”ofwebpages.User
ssavel
i
nkst
owebpagest
hatt
heyl
i
keor
wantt
oshar
e,usi
ngas
oci
albookmar
kingsi
tet
ost
oret
hesel
i
nks.Thesebookmar
ks
ar
eusual
l
ypubl
i
c,andcanbevi
ewedbyot
hermember
soft
hesi
tewher
etheyar
e
st
ored.Exampl
esofsoci
albookmar
kingsi
tesi
ncl
udedel
.i
cio.
usanddi
gg.
com .

Mostsoci
albookmar
kser
vicesar
eor
gani
zed byuser
sappl
yi
ng “
tags”or
keywor
ds t
o cont
enton a Web si
te.Thi
s means t
hatot
heruser
s can vi
ew
bookmar
kst
hatar
eassoci
atedwi
thachosent
ag,andseei
nfor
mat
ionaboutt
he
numberofuser
swho have bookmar
ked t
hem.I
n manycases,user
scan al
so
commentorvot
eonbookmar
kedi
tems
.

Soci
albookmar
king i
s al
so i
nter
changeabl
y somet
imes r
efer
red t
o as
f
olksonomy,col
l
abor
ati
vet
aggi
ng,soci
alcl
assi
fi
cat
ion,soci
ali
ndexi
ng,andsoci
al
t
aggi
ng.“
Fol
ksonomy”i
sacombi
nat
ionoft
hewor
dsf
olkandt
axonomy,hencea
f
olksonomyi
sat
axonomygener
atedbyaper
sonorgr
oupofpeopl
e.
Soci
alMedi
aPr
omot
ion:

Soci
almedi
a mar
ket
ing (
SMM)r
efer
stot
echni
ques t
hatt
argetsoci
al
net
wor
ks and appl
i
cat
ions t
o spr
ead br
and awar
eness orpr
omot
e par
ti
cul
ar
pr
oduct
s.Soci
almedi
amar
ket
ingcampai
gnsusual
l
ycent
erar
ound:

 Est
abl
i
shi
ngasoci
almedi
apr
esenceonmaj
orpl
atf
orms

 Cr
eat
ingshar
eabl
econt
entandadver
tor
ial
s

 Cul
ti
vat
ingcust
omerf
eedbackt
hroughoutt
hecampai
gnt
hroughsur
veysand
cont
est
s

Soci
almedi
amar
ket
ingi
sper
cei
vedasamor
etar
get
edt
ypeofadver
ti
si
ng
andi
sther
efor
ebel
i
evedt
obever
yef
fect
ivei
ncr
eat
ingbr
andawar
eness.

Techopedi
aexpl
ainsSoci
alMedi
aMar
ket
ing(
SMM)
:

Soci
almedi
apr
esencei
sanecessi
tyf
ormanycust
omer
-dr
ivenent
erpr
ises
asi
tgi
vest
hei
mpr
essi
onofamor
eimmedi
ateconnect
ionbet
weent
hecust
omer
andt
hesel
l
er.Mor
eover
,campai
gnsspr
eadt
hroughsoci
almedi
aar
ebel
i
evedt
o
havemor
eresonancebecauset
heyar
eusual
l
ydi
scover
edt
hroughl
i
nksshar
edby
t
rus
tedsour
ces
.Ther
ichdat
aavai
l
abl
ethr
oughsoci
almedi
acanal
l
ow adver
ti
ser
s
t
otar
gett
hei
rmessaget
over
yspeci
fi
caudi
ences,pr
ovi
dingt
hepot
ent
ialf
orbet
ter
r
esul
ts.

Pr
essRel
easeSubmi
ssi
on:

Onl
i
nepr
essr
eleasesar
eakeyel
ementofyourSEO st
rat
egy. Aswel
las
boost
ingyoursear
chengi
neopt
imi
zat
ion,onl
i
nePRhel
psbycr
eat
ingawar
eness
aboutyourcompany.

Ever
ybusi
nesshasnewsandst
ori
est
otel
l
.Thatnewscanhel
ppr
omot
eyour
companyandi
ncr
easeyouronl
i
nevi
si
bil
i
ty.Youmi
ghtwantt
opr
omot
eanevent
,
l
aunchanewpr
oduct
,orhaver
ecent
lyappoi
ntedanewmemberofst
aff
.What
ever
yournews,ourpr
essr
eleasesubmi
ssi
onser
vicewi
l
lhandl
eal
lthePRdi
str
ibut
ion
neededt
ohel
pbui
l
dyouronl
i
ner
eput
ati
on
Ar
ti
cl
eSubmi
ssi
on:

 Ar
ti
cl
esubmi
ssi
ongener
all
yref
erst
othewr
it
ingofar
ti
cl
est
hatar
erel
evantt
o
youronl
i
ne busi
nessand t
hen get
ti
ng t
hem added t
othe popul
arar
ti
cl
e
submi
ssi
ondi
rect
ori
es.

 Themai
npur
posebehi
ndar
ti
cl
esubmi
ssi
oni
stoat
tr
actal
argenumberof
vi
si
tor
s(andl
i
nks)t
oyourwebsi
tewi
thouti
ncur
ri
ngagr
eatcost
.Obvi
ousl
y,i
t
i
simpor
tantt
omakesur
ethatt
hear
ti
cl
esyoui
ntendt
osubmi
tar
edi
rect
ly
r
elat
edorr
elevantt
oyourbusi
ness
.

 Ther
e ar
e var
ious benef
it
s of ar
ti
cl
e submi
ssi
on i
ncl
udi
ng adver
ti
si
ng,
mar
ket
ingandpubl
i
cit
yofyourbusi
nessont
heWor
ldWi
deWeb.Twooft
he
mai
nbenef
it
sar
e:

 Ar
ti
cl
e submi
ssi
onscan enhance and i
mpr
ove t
he r
anki
ng ofyouronl
i
ne
busi
nessi
nsear
chengi
nesbyi
ncr
easi
ngt
hequant
it
yofbackl
i
nksandPR.

 Anot
herbenef
itt
hatar
ti
cl
e submi
ssi
on of
fer
sist
hatofest
abl
i
shi
ng t
he
 par
ti
cul
arwebsi
teownerasanexper
tint
hei
rindust
ry.Bypr
ovi
dingval
uabl
e
det
ailandi
nfor
mat
ionwi
thi
nar
ti
cl
es,i
tbui
l
dst
het
rustofpot
ent
ialcust
omer
s
t
her
ebygi
vi
ngt
hem ar
easont
ovi
si
tyourwebsi
te

5 keypoi
ntst
oconsi
derwhi
l
ewr
it
ingar
ti
cl
es

Dur
ing t
he pr
ocessofar
ti
cl
e submi
ssi
on do notf
orgett
o consi
der
bel
ow 5keypoi
nts.Fol
l
owi
ngt
hesepoi
ntswi
l
lmeett
hepur
poseofbot
hi.
e.
yourt
argetaudi
enceands
ear
chengi
nes.

 Ar
ti
cl
esshoul
dbeor
igi
nal
andi
nfor
mat
ionr
ich.

 Ar
ti
cl
esshoul
dbekeywor
dri
chbutnotexcessi
vet
othepoi
ntofkeywor
d
st
uff
ing.

 Theaver
agel
engt
hofar
ti
cl
esshoul
dbebet
ween500and700.

 Gi
veauni
quet
it
let
oyourar
ti
cl
ewi
thmai
nkeywor
dint
oitsoast
omakei
t
eas
yforwebcr
awl
erst
oident
if
yandcl
assi
fyt
het
opi
cofyourar
ti
cl
e.

 Gi
vi
ngsubheadi
ngs,bul
l
etsandnumber
ingst
oar
ti
cl
esmakei
tpr
esent
abl
e
andeasyt
oreadf
orpot
ent
ial
cust
omer
s.

Bl
oggi
ng:

Bl
oggi
ng pr
ovi
desyou wi
th a pl
atf
orm t
o engage wi
th youraudi
ence.I
f
someonel
eavesacommentonyourbl
og,r
espondt
oit
.Al
soengagewi
thot
her
bl
ogger
swhowr
it
eonsubj
ect
ssi
mil
art
oyour
s.“
Ifyouj
ustt
ryt
obet
hisi
sl
andi
nthe
mi
ddl
eoft
hesea,i
tismuchhar
dert
oat
tr
actpeopl
etoyou,
”Davi
dpoi
ntsout
.
I
nst
ead,youneedt
obeact
ivel
yfor
mingnewr
elat
ionshi
pswi
thf
ell
owbl
ogger
s.

PPTsubmi
ssi
on

Power
Poi
ntsubmi
ssi
on i
s an ef
fect
ive onl
i
ne mar
ket
ing t
act
ict
o at
tr
act
t
arget
edt
raf
fi
c,getqual
i
tyi
nboundl
i
nksandmaxi
mizeyoursi
te’
svi
si
bil
i
tyi
nmaj
or
sear
chengi
nes.Or
egonTechnol
ogi
esar
edesi
gnedt
oear
nyouval
uabl
eone-
way
l
i
nksbysubmi
ssi
ont
onumer
ousf
il
edi
rect
ori
eswi
thhi
ghsear
chengi
ner
anki
ng.
Basedi
nThi
ruvanant
hapur
am,Ker
ala,ourpr
ofessi
onalSEOcompanypr
ovi
desPPT
submi
ssi
on sol
uti
ons i
ndi
vi
dual
l
y oras par
tofourpackage ofsear
ch engi
ne
opt
imi
zat
ionser
vices.

Cl
i
ent
-Speci
fi
cPPTSubmi
ssi
onSer
vices:

Si
ncei
nter
netus
ersar
emor
eat
tr
act
edt
ovi
sualcont
ent
,wemanual
l
ysubmi
t
Power
Poi
ntsl
i
dest
hatconsi
stoft
ext
,imagessuchaspi
ctur
esandgr
aphst
ofi
l
e
di
rect
ori
es whi
ch have hi
gh sear
ch r
anki
ngs.OurPower
Poi
ntsl
i
de submi
ssi
on
st
rat
egi
eshel
pyout
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oget
heryourvi
ewsonasubj
ectvi
sual
l
ytor
eachyour
t
arget
ed audi
encesmor
eef
fect
ivel
y.I
frequi
red,yourPPTpr
esent
ati
onscanbe
conver
tedt
owebdocument
sandsentbackt
oyouf
orf
utur
euse.Themai
nfeat
ures
ofourPPTsubmi
ssi
ons
ervi
cear
e:

For
mat
ti
ngandr
e-cr
eat
ionofPPTsl
i
des:

 Templ
atedesi
gni
ng

 Char
torgr
aphdesi
gni
ng

 Tr
adeshowpr
esent
ati
ons

 Vi
sual
enhancementofPPTsl
i
des

 Cr
eat
ionoft
abl
eofcont
ent
sandnavi
gat
ion
  Cont
entr
evi
ewi
ngpr
ocess

 Cr
eat
ionofcust
om gr
aphi
cst
osuppor
tdat
ainPPTsl
i
des

 Sl
i
depr
oduct
ionandedi
ti
ngpr
ocess

 Cr
owdpul
l
ingani
mat
ions

 Benef
it
sofOurSer
vices

We use manualt
echni
quesand notaut
omat
ed t
ool
s.Enj
oyt
he f
oll
owi
ng
benef
it
sbypar
tner
ingwi
thus

 Submi
ssi
ont
oSEO-
fri
endl
ydi
rect
ori
es

 I
mpr
ovedsear
chengi
ner
anki
ngs

 Det
ail
edsubmi
ssi
onr
epor
ttoshow how yourwebsi
tei
scat
egor
izedi
nfi
l
e
di
rect
ori
es

 Mont
hlyr
epor
tisal
sopr
ovi
dedt
otr
ackt
heef
fect
ivenessofPPTsubmi
ssi
on
campai
gn

 Round-
the-
clockcust
omerser
vice/

PDFsubmi
ssi
on:

PDFs
ubmi
ssi
onmeanspr
omot
eyourcont
entasPDFf
ormat
.Youcancr
eat
e
PDFbr
ochur
eforyourwebsi
teandpr
omot
eitonl
i
ne.
Vi
deoPr
omot
ion:

Thedef
ini
ti
onofvi
deomar
ket
ingi
snotcompl
ex.I
nfact
,it
’
srat
hersi
mpl
e:
usi
ngvi
deot
opr
omot
eormar
ketyourbr
and,pr
oductorser
vice.Ast
rongmar
ket
ing
campai
gni
ncor
por
atesvi
deoi
ntot
hemi
x.Cust
omert
est
imoni
als
,vi
deosf
rom l
i
ve
event
s, how-
to vi
deos, expl
ainer vi
deos
, cor
por
ate t
rai
ning vi
deos
, vi
ral
(
ent
ert
ainment
)vi
deos—t
hel
i
stgoeson.

I
tcani
ncr
easeyoursear
chengi
ner
anki
ng,cl
i
ck-
thr
oughr
ates,openr
ates
and conver
sions.Butyou have t
oreach yourt
argetaudi
ence.YouTube i
sthe
secondl
argestsear
chengi
ne(
secondt
oGoogl
e).What
’sbet
ter
:YouTubei
sowned
byGoogl
e.Sot
hatmeansapr
oper
lyt
aggedvi
deocanwor
kwonder
sforyourSEO.

Bl
ogComment
ing:

Bl
ogcomment
ingi
sdef
inedasar
elat
ionshi
pbet
weenbl
ogs
,bl
ogger
sand
bl
ogr
eader
s.I
tisagr
eatwayt
oexchangei
deas,t
hought
soropi
nionsaboutwhat
peopl
efeelf
orapar
ti
cul
art
opi
corabl
ogpost
.Bl
ogcomment
shel
pst
hebl
ogt
o
at
tr
actt
raf
fi
candmakesi
tsoci
al.
 Bl
og comment
ing i
sanact
iont
akenbyt
hebl
og vi
ewer
s,vi
si
tor
s,orbl
og
r
eader
s;t
hebl
ogr
eader
sort
hevi
si
tor
sleaveacommentont
othebl
ogpost
sint
he
f
orm ofquest
ionsi
ftheywantt
oaskanyt
hing,orsomecansi
mpl
yleaveacomment
f
orappr
eci
ati
ngt
hei
nfor
mat
ionshar
edormaybet
hebl
ogaut
horr
epl
yi
ngt
othe
comment
swhi
char
epost
edbyt
hebl
ogr
eader
s.

Whyi
sBl
ogComment
ingi
mpor
tant
?:

Justasf
ueli
sto vehi
cl
eli
kewi
se,comment
sist
o bl
ogs
.Thr
ough Bl
og
comment
ing,knowl
edgei
sshar
ed.Bl
ogcomment
ingi
sawayt
ovi
raloutt
hebl
ogs
.
Comment
ingl
eadst
oconver
sat
ionwhi
ch,f
urt
herl
eadst
obui
l
dingar
elat
ionshi
p
bet
weent
heuserandt
heaut
hor
.Themor
etheconver
sat
ion,t
hebet
terwi
l
lbeyour
popul
ari
ty.Mor
eover
,it
’
snotonl
yaboutpopul
ari
ty,t
hroughcomment
ing,yougeta
l
otofbackl
i
nksandt
raf
fi
conyourwebsi
te.

Cl
assi
fi
edAdSubmi
ssi
on

Thoughachunkofwebsi
teshavet
hatcl
aimedt
hatcl
assi
fi
edadsubmi
ssi
ons
i
snotagoodappr
oachandt
heyar
enotget
ti
nganybenef
itf
rom i
t,st
il
lthef
acti
s
t
hatt
her
ear
emanyonl
i
necust
omer
swhousedt
odobr
owsi
ngt
hrought
hel
i
stof
ads whi
ch hel
pthem choose t
he r
ightpr
oduct
s and ser
vices t
hatt
hey ar
e
desper
atel
ylooki
ngf
or.So,i
nanut
shel
l
,wi
thcl
assi
fi
eds

submi
ssi
ons,youcanr
api
dlypr
omot
eyournewbusi
nesswebsi
teandt
hepr
oduct
s
andser
vicest
hatyouar
eof
fer
ingt
othepot
ent
ial
buyer
s.

Youmi
ghtbeast
oni
shedt
oknow t
hatcl
assi
fi
edssubmi
ssi
onsar
eapot
ent
ial
wayofbywhi
chyoucancr
eat
ehi
gh-
qual
i
tyand ef
fect
ivebackl
i
nkswhi
chwi
l
l
r
edi
rectvi
si
tor
stoyourwebsi
te.Whenpot
ent
ialvi
si
tor
sreadyourcl
assi
fi
edad,t
hey
wi
l
lcer
tai
nlyseet
hel
i
nkt
oyourwebsi
te.I
nthi
sway,youcangetmor
etr
aff
icand
pot
ent
ialcust
omer
swhoar
egenui
nel
yint
erest
edi
nthepr
oduct
sandser
vicest
hat
youar
eof
fer
ing.

So,i
fyouputupmor
ecl
assi
fi
edads,t
henyoucancr
eat
emor
equal
i
tybackl
i
nksf
or
yoursi
te.Thi
swi
l
lhel
pyout
ogetabet
terr
anki
nthesear
chengi
ner
esul
tpages.
 Cl
assi
fi
edssubmi
ssi
onsar
eideali
fyouwantt
oimpr
oveyouronl
i
net
raf
fi
cfor
t
hewebsi
te.Si
nceyouhaveyou’
reyourcl
assi
fi
edadsonawebsi
te,henceyouwi
l
l
f
indmor
etr
aff
icbei
ngdi
ver
tedf
rom t
hosewebsi
tes
.Mostoft
hepeopl
ewi
l
lvi
si
t
yourwebsi
tebecauset
heywi
l
lbecomecur
iousaboutwhatyouar
eof
fer
ingt
othem.
Thi
swi
l
limpr
oveyours
alevol
umeandyoucanamel
i
orat
eyourbusi
nessqui
ckl
y.So,
i
tcanbeconcl
udedt
hatcl
assi
fi
edssubmi
ssi
onwi
l
lhel
pyout
ogener
atehi
gher
r
evenuesandt
hiswi
l
lal
socr
eat
ebr
andawar
enessi
nal
lt
hesoci
almedi
achannel
s

Soci
alMedi
a:

Soci
almedi
amar
ket
ingr
efer
stot
hepr
ocessofgai
ningt
raf
fi
corat
tent
ion
t
hroughsoci
almedi
asi
tes
.Soci
almedi
ait
sel
fisacat
ch-
allt
ermf
orsi
test
hatmay
pr
ovi
de r
adi
cal
l
y di
ff
erentsoci
alact
ions
.Fori
nst
ance,Twi
tt
eri
s a soci
alsi
te
desi
gnedt
oletpeopl
eshar
eshor
tmessagesor“
updat
es”wi
thot
her
s.Facebook,i
n
cont
rasti
saf
ull
-bl
ownsoci
alnet
wor
kingsi
tet
hatal
l
owsf
orshar
ingupdat
es,phot
os,
j
oini
ngevent
sandavar
iet
yofot
heract
ivi
ti
es.

Post
sonSoci
alMedi
ahel
pst
oacqui
revi
si
tor
sonourwebsi
tef
ort
hatwecan
posti
n var
ious way wi
th di
ff
erenti
mages and di
ff
erentmessage f
ordi
ff
erent
pr
oduct
s.Wecanal
socr
eat
epai
dadver
ti
sementcampai
gnonsoci
almedi
a.Her
e
somemedi
aasbel
ow.

• Facebook

• Li
nkedI
n

• Twi
tt
er

• Googl
ePl
us

• YouTube

• I
nst
agr
am

PPC(
Googl
eAdver
ti
sement
s):
 PPC st
ands f
orpay-
per
-cl
i
ck,a modelofi
nter
netmar
ket
ing i
n whi
ch
adver
ti
ser
spayaf
eeeacht
imeoneoft
hei
radsi
scl
i
cked.Essent
ial
l
y,i
t’
sawayof
buyi
ngvi
si
tst
oyoursi
te,r
athert
hanat
tempt
ingt
o“ear
n”t
hosevi
si
tsor
gani
cal
l
y.

Sear
chengi
neadver
ti
si
ngi
soneoft
hemostpopul
arf
ormsofPPC.I
tal
l
ows
adver
ti
ser
sto bi
dforad pl
acementi
n asear
ch engi
ne'
ssponsor
ed l
i
nkswhen
someone sear
cheson a keywor
dthati
srel
ated t
othei
rbusi
nessof
fer
ing.For
exampl
e,i
fwebi
dont
hekeywor
d“PPCsof
twar
e,”ouradmi
ghtshowupi
nthever
y
t
opspotont
heGoogl
eresul
tspage.

3.
4.3.
ABOUTMYPRODUCT:

COOLERMASTER

Cool
er Mast
er Co.
, Lt
d. 
is a 
comput
er har
dwar
e manuf
act
urer based
i
n Tai
wan.Founded i
n1992,t
he company pr
oduces
 comput
er cases,
 power
suppl
i
es,
 ai
r and l
i
qui
d CPU cool
ers,
 l
apt
op cool
i
ng pads
, and 
comput
er
per
ipher
als.
 Al
ongsi
dei
tsr
etai
lbusi
ness
,Cool
erMast
eral
soi
san 
ori
ginal
equi
pment
manuf
act
urer
 ofcool
i
ng sol
uti
onsf
orot
hermanuf
act
urer
sincl
udi
ng 
NVi
dia 
(VGA
cool
ers)
, 
AMD 
(CPUcool
ers)
,and 
EVGA(
mot
her
boar
dheat
sinks)
.Thecompanyhas
expanded i
ts oper
ati
on and br
and exposur
eint
othe gami
ng communi
ty and
sponsor
ed maj
or 
eSpor
ts 
event
s.Some ofCool
erMast
er'
s pr
oduct
s have won
awar
dsi
ncl
udi
ngt
he 
ifpr
oductdesi
gnawar
d.

Thecompanyheadquar
ter
sofCool
erMast
eri
slocat
edi
n ZhongheDi
str
ict
, 
New
Tai
peiCi
ty,
 Tai
wan 
andhasamanuf
act
uri
ngf
aci
l
it
yin 
Hui
zhou,
 Chi
na.
 Tosuppor
t
i
nter
nat
ionaloper
ati
ons,t
hecompanyal
sohasbr
anchof
fi
cesi
nvar
iouscont
inent
s,
i
ncl
udi
ng 
Uni
ted St
ates
 (Fr
emont
, Cal
i
for
nia 
and 
Chi
no, Cal
i
for
nia)
,
t
he 
Net
her
lands(
Venl
o),
 Ger
many 
(Augsbur
g),
 Russi
a (
Moscow)
, and 
Brazi
l
 (São
Paul
o).

Cool
ermast
erpr
oduct
:
Cabi
net
s:
Gener
al
Avai
l
abl
eCol
or Bl
ack(
int
eri
ornon-
blackcoat
ing)

Mat
eri
al SGCC(
thi
ckness:0.
5mm)
Di
mensi
on(
WxHxD) 1
80x41
6.6x429.
5mm
Wei
ght 3.
9kg
M/
BType Mi
cro-
ATX,ATX
5.
25i
nchDr
iveBay 4(
exposed)

3.
5inchDr
iveBay 1(
exposed)
,5(
hidden)
I
/OPanel USB2.
0x2,Mi
cx1
,Audi
ox1
(
suppor
tsAC97)
Expansi
onSl
ots 7
Cool
i
ngSyst
em Fr
ont Fr
ont:1
20mm f
anx1(
inst
all
ed)Rear:
80/
90/
120mm f
anx1(
opt
ional
)Si
de:
80/
90/
120mm f
anx2(
opt
ional
)
PowerSuppl
y St
andar
dATXPS2(
opt
ional
)
Maxi
mum Compat
ibi
l
it
y VGAcar
dlengt
h:245mm /9.
6inchCP
cool
erhei
ght
:154mm /6.
0inch
(
wit
houtsi
def
an)1
29mm /5.
1inch
(
wit
hsi
def
an)
War
rant
y
Per
iod 1YearManuf
act
urerWar
rant
y
Pccool
i
ngf
ans:
Br
and Cool
erMast
er
Model
   
ML240LMLW-
D24M-
A20PC-
R1
Ser
ies Mast
erLi
qui
d
Cool
erType Cool
i
ngFan,1
20mm
Type Cabi
net
Fan
FanSpeed 650-2000RPM
FanAi
rFl
ow 2000cf
m
Noi
seLevel 30Db
PowerSpeci
fi
cat
ions
FanRat
edVol
tage 1
2VDC
Di
mensi
ons
FanDi
mensi
ons 1
20x25x1
20mm
War
rant
y 2Year
s
Headphones:

Gener
al
Br
and 1
MORE
Model E1
001
-SV
Model
Year 201
6
Compat
ibl
eDevi
ces i
Phone,
iPad,
iPod,
Macbook,Smar
tphon
Lapt
op,Amp,Tabl
ets

Ampl
i
fi
erType Hybr
id
NumberOfI
tems 1
Col
ourScr
een No
Mi
crophoneFor
m Fact
or Wi
thMi
crophone
HeadphonesFor
m Fact
or Ear
buds
Connect
orType Wi
red3.
5mm
I
tem Wei
ght 22.
7g
Pr
oductDi
mensi
ons 2.
5x2.
5x2.
5cm
Keyboar
ds:

Gener
al
Br
and Mast
erKeysPr
oL
Model
Number Cool
erMast
er
Swi
tchType CHERRYMX
Mat
eri
al Pl
ast
ic/Met
al
Col
or Bl
ack
LEDCol
or Whi
te
Pol
l
ingRat
e 1
000Hz
RepeatRat
e 1
x/2x/4x/8x
ResponseRat
e 1
ms
MCU 32bi
tARM Cor
texM0
Onboar
dMemor
y 51
2KB
On-
the-
flysyst
em Macr
oRecor
dandLi
ght
ing
Smar
tcabl
emanager 1
80degr
ee
Cabl
e Det
achabl
ewi
thMi
cro-
USB
Connect
orCabl
e USB2.
0
Cabl
eLengt
h 1
.5Met
ers
Di
mensi
ons 439.
23x1
30.
32x41
.95mm /1
7.29x5
1
.61
"
Pr
oductWei
ght(
wit
houtcabl
e) 1
130g
War
rant
y 2year
s

Mouse:

Gener
al
Br
and Razer
Pr
oductDi
mensi
ons 1
2.2x9.
4x3.
9cm
Bat
ter
ies 1Li
thi
um i
onbat
ter
iesr
equi
red.(
incl
ude
I
tem model
number RZ01
-00770300-
R331
Wi
rel
essType 802.
11a/
b/g/
n
Li
thi
um Bat
ter
yEner
gyCont
ent 4.
90Wat
tHour
s
NumberofLi
thi
um I
onCel
l
s 1
I
tem Hei
ght 39Mi
l
li
met
ers
I
tem Wi
dth 9.
4Cent
imet
ers
I
tem Wei
ght 1
81g
Mousebad:

Gener
al
Br
and  Cor
sai
r
Model
  CH-
90001
06-
WW
Ser
ies MM300
Col
or  Bl
ack
Si
ze Medi
um
Di
mensi
on 360mm x300mm x3mm
Mat
eri
al Cl
oth
Opt
imi
zedFor Hi
gh-
DPIgami
ngmi
ce
War
rant
y 1Year
Gami
ngcabi
net
s:

Gener
al
Br
and Cool
erMast
er
Model
Name CMS-
693-
KWN1
Model
Year 201
3
I
tem Wei
ght 9Kg
Pr
oductDi
mensi
ons 23x50.
2x50.
7cm
Bat
ter
iesI
ncl
uded No
Tot
alUsbPor
ts 2
 CHAPTER-
IV

FI
NDI
NGS

SEOPr
oposal
fort
iyani
nfot
ech.
com

Domai
nName:ht
tps:
//
www.
ti
yani
nfot
ech.
com/

Regi
str
ar:
GoDaddy.
com,LLC

NameSer
ver
:ns1
.cp-
34.
webhost
box
.net
NameSer
ver
:ns2.
cp-
34.
webhost
box
.net

Regi
str
ati
onDat
e:201
5-1
0-28
Expi
rat
ionDat
e : 2020-
10-
28

Updat
edDat
e :201
8-1
1-02

SEOAudi
tRepor
t-Pr
osandConsofsuj
alassoci
ates.
com

PageAut
hor
it
y

ThePageAut
hor
it
yScor
eis1
/100whi
chmeanst
het
it
leanddescr
ipt
ionoft
he
pagesar
enotpr
oper
lyopt
imi
zed.Thebenchmar
koft
hepageaut
hor
it
yis70/
100.
Soweneedt
oopt
imi
zeal
lt
het
it
leanddescr
ipt
ionofal
lt
hepages

Domai
nAut
hor
it
y

TheDomai
nAut
hor
it
yScor
eis1
2/1
00whi
chmeanst
hewebsi
tecont
ainsonl
y
f
ew backl
i
nks.Weneedt
ogener
atemor
ebackl
i
nksf
orourwebsi
tewhi
chwi
l
lhel
p
ust
orankt
hekeywor
dsi
ntopposi
ti
on

Loadi
ngTi
me

Pagel
oadi
ngt
imei
s4.
39Secs.Needt
ohavet
hel
oadi
ngpagebel
ow3Secs.
Needt
oreducet
heJavaScr
iptandCSSf
il
es.
PageURLSt
ruct
ure

Wef
oundt
hatt
heURLi
swel
lopt
imi
zedf
orsear
chengi
nes.Ther
ear
emor
e
l
i
nksi
nthewebsi
tewhi
chi
sgoodf
orSear
chEngi
neOpt
imi
zat
ion.

Keywor
dTar
get
ing

Keywor
dresear
chi
saf
undament
alpar
toft
hest
artofacampai
gnaswel
las
somet
hing whi
ch shoul
d be cont
inuousl
yrevi
si
ted t
hroughoutt
he l
i
fet
ime ofan
account
.Weusemul
ti
plet
ool
sandt
echni
quest
odet
ermi
neaf
inall
i
stofkeywor
ds
f
oragr
eementwi
thourcl
i
ent
s.Someoft
hekeywor
dswewoul
drecommendf
ort
he
SEOcampai
gnar
easf
oll
ows

Mont
hly
Keywor
d Sear
ches Compet
it
ion
model
l
ingagenci
esi
nBangal
ore 1
K-1
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um
bangal
oremodel
s 1
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bestmodel
l
ingagenci
esi
nbangal
ore 1
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K Low
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ingagencyi
nBangal
ore 1
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model
l
ingagenci
esi
nindi
a 1
00–1
K Low
magnet
icshapesf
ort
oddl
ers 1
0–1
00 Hi
gh

Met
atagsAnal
ysi
s

Met
atags,t
it
leanddescr
ipt
ionar
enotopt
imi
zed.Met
atagspl
ayavi
tal
rol
ein
t
opr
anki
ngs.

Headi
ngTags

Headi
ngt
agsar
enotpr
oper
lyopt
imi
zed

I
mageALTTags

Wef
oundnoALTt
agsont
hesi
te.Thesear
ethet
agst
hatt
ellyouandt
he
sear
chengi
neswhatt
he.
gifor.
jpgi
magei
sal
labout
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chengi
nes
can'
tindext
het
extwr
it
teni
nyouri
magessoi
tisr
ecommendedt
ouseALTTagst
o
hel
piti
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if
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PageCont
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oved.
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nSEO.Cont
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ort
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Themat
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hekeywor
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oxi
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acementand keywor
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requency.

Bl
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ysi
s

Youhavenoi
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ogonyourwebsi
te.Abl
ogi
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tet
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s
of
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egul
arl
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edbr
ingi
ngnew,r
elevantcont
entt
othewebsi
te.Bl
ogpost
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ankf
orl
ong-
­tai
lkeywor
dswhi
chul
ti
mat
elyi
ncr
easet
het
raf
fi
ctot
hesi
te.I
t
i
srecommendedt
ohaveabl
ogf
orsear
chengi
neopt
imi
zat
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all
yaf
tert
he
Googl
ePandaandPengui
nupdat
esbecauser
egul
arl
yaddednew cont
entshows
sear
chengi
nest
hatyoursi
tei
sact
ive.

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xt

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te

Soci
alNet
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Soci
alNet
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kingi
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imi
zed,whi
chi
sver
yimpor
tantf
act
ori
nDi
git
al
mar
ket
ingnowadays.Si
ncemostoft
heaudi
encesar
eavai
l
abl
einSoci
almedi
a
websi
tesweneedt
opr
omot
einsoci
almedi
awebsi
tes
.
Di
git
almar
ket
ingSt
rat
egi
es

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chEngi
neOpt
imi
zat
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t By engagi
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l
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al
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l
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ytogener
ateawar
eness,wi
denyour
pot
ent
ialr
eachwi
thi
nyourt
argetmar
ket
,andcont
ri
but
etodr
ivi
ngmor
ewebsi
te
t
raf
fi
c,whi
chwi
l
lul
ti
mat
elyr
esul
ti
ntopl
i
negr
owt
h.

Themostef
fect
ivesoci
almedi
amar
ket
inghappensovert
imewhenqual
i
ty
meet
sconsi
stency.Thef
oll
owi
ngl
i
stdescr
ibeseachpr
imar
yar
eaofon-
goi
ngf
ocus:
 Cr
eat
ingEngagi
ngSoci
alCont
ent
  Post
ingEvent
s&Updat
es
 Pr
omot
ions&Soci
alCampagnas
 I
ntegr
ateSoci
alMedi
aAct
ivi
tyi
ntoOt
herMar
ket
ingPl
ans
 Moni
tor
ing
 Anal
yti
cs

Soci
alMedi
aMar
ket
ing  
FacebookMar
ket
ing  
Facebookpr
ofi
l
ecr
eat
ion
Facebookf
anpagecr
eat
ion
FacebookUpdat
es
Addi
ngbusi
nessr
elat
edf
ri
ends
Fanpagel
i
kes
Joi
ningbusi
nessr
elat
edgr
oups
   
Twi
tt
erMar
ket
ing  
Twi
tt
erpr
ofi
l
ecr
eat
ion
Twi
tt
erupdat
e
Twi
tt
erbackgr
ounddesi
gn
ReTweetTweet
s,baseduponr
elevance
ManageTwi
tt
erFol
l
ower
s
   
LOCALMARKETI
NG(
googl
e+)  
Googl
ePl
uspagecr
eat
ion
Googl
ePl
usUpdat
es
Addi
ngbusi
nessr
elat
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ri
ends
Joi
ningbusi
nessr
elat
edgr
oups
Yahool
ocal
li
sti
ng
Bi
ngl
ocal
li
sti
ng
   
 Li
nkedi
nMar
ket
ing  
Li
nkedI
npr
ofi
l
ecr
eat
ion
Li
nkedI
ncompanypr
ofi
l
ecr
eat
ion
Li
nkedI
nUpdat
es
Joi
ningbusi
nessr
elat
edgr
oups

Repor
ti
ng&Suppor
t  
Emai
lSuppor
t
Tel
ephi
nesuppor
t
Mont
hlyupdat
erepor
t
Tr
aff
icanal
ysi
srepor
t

YouTubeMar
ket
ing

YouTubemar
ket
ingandvi
deomar
ket
ingi
ngener
alhasexpl
odedi
npopul
ari
ty
overt
hepastf
ewyear
sduet
othei
ncr
easedavai
l
abi
l
it
yofbr
oadband-
qual
i
tymobi
l
e
net
wor
ksandt
her
eleas
eofsmar
tphonesandt
abl
etswi
thHDscr
eens.

Today,YouTuber
eachesmor
econsumer
sbet
weent
heagesof1
8and49
t
hananycabl
enet
wor
kint
heUni
tedSt
ates,andr
anksast
hesecondmostpopul
ar
sear
chengi
neont
hei
nter
netbehi
ndpar
entcompanyAl
phabet
’sGoogl
esear
ch
engi
ne.

YouTubeuser
sar
eext
remel
yact
iveandengaged.Col
l
ect
ivel
y,t
heywat
ch
mor
ethan4bi
l
li
onvi
deosperday,andi
ndi
vi
dual
l
ytheyspendanaver
ageof40
mi
nut
esonYouTubedur
ingeachvi
ewi
ngsessi
on.

Thecombi
nedmet
eor
icr
iseofvi
deocont
entandYouTube’
sdomi
nancehas
t
urnedYouTubei
ntooneoft
het
opt
hreedi
git
almar
ket
ingchannel
sint
hewor
ld.

WhyUs
 Whi
te Br
other
s Technol
ogi
es i
s one oft
he f
ew agenci
es who pr
edi
cted
YouTube’
semer
genceasamaj
ormar
ket
ingpl
atf
orm,andwe’
vehadt
hepl
easur
eof
dr
ivi
ng hi
ghl
y successf
ulYouTube mar
ket
ing st
rat
egi
es f
orcl
i
ent
sin sever
al
i
ndust
ri
es.Ourt
eam mar
ket
ings
trat
egi
stsi
suni
quel
yposi
ti
onedt
ohel
pyourbr
and
desi
gnanddepl
oyast
rat
egyt
hatt
urnsYouTubei
ntoasi
gni
fi
cantbusi
nessgr
owt
h
dr
iver
.

OurYouTubeMar
ket
ingAppr
oach

To us,YouTube i
s a power
fulmar
ket
ing pl
atf
orm t
hat
,when l
ever
aged
st
rat
egi
cal
l
y,canbet
urnedi
ntoast
rongsour
ceofl
eadsandsal
esf
oryourbus
iness.
Wecombi
nesound mar
ket
ing st
rat
egyt
o hel
p ourcl
i
ent
sachi
evet
hef
oll
owi
ng
goal
s:

 I
ncr
easeBr
andAwar
eness

 I
mpr
oveReput
ati
on

 I
mpr
ovebr
andSEO

 I
ncr
easemar
ket
ingqual
i
fi
edl
eads(
MQLs)

 I
ncr
easeover
all
sal
es

Her
e’showWhi
teBr
other
sTechnol
ogi
eswi
l
lputYouTubet
owor
kforyourbr
and:

 Fi
ndanAudi
ence

 Focusont
heFunnel

Pr
oposedSol
uti
on

Toensur
ethatyourYouTubemar
ket
ingef
for
tsar
esuccessf
ul,wet
aket
hef
oll
owi
ng
st
eps:

 Resear
ch&Anal
ysi
s

 Tar
getAudi
ence

 Funnel
Posi
ti
on
  Desi
redAct
ions(
CTAs
/Conver
sionPoi
nts
)

 Compet
it
ivePr
essur
es

 Pr
omot
ionOppor
tuni
ti
es

 Messagi
ng

YouTubeMar
ket
ing  
YouTubeChannel
Creat
ion
Choosi
ngagoodt
humbnai
l

Cr
eat
ingt
it
leshor
tandi
nter
est
ing

Pi
ckt
agst
hatwi
l
lbegoodf
orSEO

Wr
it
ingagoodvi
deodescr
ipt
ion

Upl
oadi
ngat
ranscr
iptofyourvi
deoi
nEngl
i
sh
andSpani
sh

SEOpol
i
cies

1
.Mi
nimum cont
ractper
iod(
6mont
hs)

2.Weekl
ywor
krepor
ttobesubmi
tt
edatever
ySunday

st
3.Mont
hlywor
krepor
ttobesubmi
tt
edat1 ofever
ymont
h

st
4.Mont
hlykeywor
drankr
epor
ttobesubmi
tt
edat1 ofever
ymont
h

st
5.Websi
tet
raf
fi
crepor
tfr
om googl
eanal
yti
ctobesubmi
tt
edat1 ofever
y
mont
h

6.Meet
ingt
obeconduct
edever
yweekt
oknowt
hecur
rentf
lowoft
hewor
k
 CONCLUSI
ON

Pr
omot
ingt
heWebsi
te 
ti
yani
nfot
ech.
com 
tobr
ingt
hebusi
nessr
elat
ed
keywor
dsi
nthet
opposi
ti
onofsear
chengi
nes
.Shar
ingbusi
nessr
elat
edpost
sin
soci
almedi
awebsi
test
oreacht
her
ightaudi
enceandi
ncr
easi
ngt
hef
oll
ower
sint
he
soci
almedi
awebsi
te.Andal
soanal
yzi
ngt
hewebsi
tet
raf
fi
candconver
sionoft
he
websi
tet
hroughSear
chengi
nesandSoci
almedi
awebsi
tes
.

The concl
usi
on ofdi
git
almar
ket
ing has now become a hott
opi
cfor
di
scussi
on.Moder
ntechnol
ogyhaschangedal
ot.Besi
dest
hegr
owt
hofmoder
n
t
echnol
ogy,t
het
echni
queofbusi
nesseshasal
sochanged.I
nthi
sregar
d,di
git
al
mar
ket
ingcomest
otaket
hel
eadi
ngposi
ti
on.Moder
ngener
ati
ondoesnotwantt
o
got
oanyshoporshoppi
ngmal
lt
obuyanyt
hing.Theywantt
obuyever
ythi
ngonl
i
ne.
So,t
hevar
iouscompani
esal
wayst
ryt
ost
ayconnect
edwi
tht
hei
rconsumer
sor
cust
omer
svi
athei
nter
net
.Togett
hebestofi
t,consumer
sandmar
ket
ersmust
know t
headvant
ageanddi
sadvant
ageofdi
git
almar
ket
ing.I
fyoudonotknow t
he
benef
it
sandhar
mful
sides
,thenyouwon’
tgett
hef
ull
advant
ageofdi
git
almar
ket
ing.
 BI
BLI
OGRAPHY

ht
tp:
//
www.
cit
ethi
sfor
me.
com/
topi
c-i
deas
/busi
nes
s-mar
ket
ing/
Digi
tal
%20Mar
ket
ing-
42647258

ht
tps:
//
power
digi
tal
mar
ket
ing.
com/
blog/
what
-i
s-a-
local
-seo-
cit
ati
on/

ht
tps:
//
www.
digi
tal
mar
ket
er.
com/
digi
tal
-mar
ket
ing/

ht
tps:
//
www.
digi
tal
vi
dya.
com/
blog/
lear
n-di
git
al-
mar
ket
ing-
gui
de/

ht
tps:
//
www.
medi
aocean.
com/
digi
tal
-mar
ket
ing-
gui
de/
over
view-
hist
ory

ht
tps:
//
www.
smar
ti
nsi
ght
s.com/
digi
tal
-mar
ket
ing-
str
ategy/
digi
tal
-st
rat
egy-
devel
opment
/10
-
reasons-
for
-di
git
al-
mar
ket
ing-
str
ategy/
 REFERENCE

1.
 Di
git
alMar
ket
ingf
orDummi
es

ByRyanDei
ssandRussHennes
ber
ry,201
74.
6rat
ingonAmazon,#53i
nweb
mar
ket
ing

2.
 Googl
eAdwor
dsf
orBegi
nner
s: 
ADo-
It-
Your
sel
fGui
det
oPPCAdver
ti
si
ng

ByCor
yRabazi
nsky,201
5.4.
4rat
ingonAmazon,#1
053i
n adver
ti
si
ng

3.
 Bl
oggi
ng:APr
act
ical
Gui
det
oPl
anYourBl
og:St
artYourPr
ofi
tabl
eHome-
Based
Busi
nesswi
thaSuccessf
ulBl
og

4.
 Emai
lPer
suasi
on:
 Capt
ivat
eandEngageYourAudi
ence,Bui
l
dAut
hor
it
yand
Gener
ateMor
eSal
esWi
thEmai
lMar
ket
ing

ByI
anBr
odi
e,201
3.4.
7rat
ingonAmazon,#353i
nDi
rect
5.
 Soci
alMedi
aMar
ket
ingAl
l
-In-
Onef
orDummi
es

ByJanZi
mmer
manandDebor
ahNg,201
7.4.
2rat
ingonAmazon,#60i
nweb
mar
ket
ing